We facilitated over 100 workshops in schools across BC to educate youth on how food and beverage companies target children and youth. From those workshops, we realized the power of the youth voice and hired 7 youth researchers to document examples of Kidvertising. Our youth researchers were students from across BC between the ages of 15-20 who researched and documented egregious examples of Kidvertising in their communities and online world.
Here’s what we found...
Here’s what we found...
Marketing to Kids...
It’s on Food Product Packaging.
Marketing shapes children’s beliefs about the social meaning of foods (whether foods are identity or status markers— that is, whether they are “for kids”, “cool,” or “nerdy”).
It’s on Food Product Packaging.
Marketing shapes children’s beliefs about the social meaning of foods (whether foods are identity or status markers— that is, whether they are “for kids”, “cool,” or “nerdy”).
Marketing to Kids...
It’s Promoting Junk Foods with Branded Toys at Playtime.
As a family, even if you don’t have these kinds of toys at home, you might discover your child playing with these at daycare, at their friends’ houses, after-school programs, or summer camps.
It’s Promoting Junk Foods with Branded Toys at Playtime.
As a family, even if you don’t have these kinds of toys at home, you might discover your child playing with these at daycare, at their friends’ houses, after-school programs, or summer camps.
Marketing to Kids...
It’s Promoting Junk Foods with Branded Toys at Playtime.
When children play with branded toys, they develop a positive relationship with the brand at an early age.
It’s Promoting Junk Foods with Branded Toys at Playtime.
When children play with branded toys, they develop a positive relationship with the brand at an early age.
Marketing to Kids...
It’s Where They Eat – in Restaurants.
To reach young people, many “kids meals” include cross-promotions with popular children’s movies or TV shows.
It’s Where They Eat – in Restaurants.
To reach young people, many “kids meals” include cross-promotions with popular children’s movies or TV shows.
Marketing to Kids...
It’s Tying Fun to Junk Food Through Premiums.
Toy premiums at restaurants lead children to prefer those foods over those that do not include a toy. The impact is even stronger when the toys are collectibles.
It’s Tying Fun to Junk Food Through Premiums.
Toy premiums at restaurants lead children to prefer those foods over those that do not include a toy. The impact is even stronger when the toys are collectibles.
Marketing to Kids...
It’s Taking Over Mealtime at Restaurants.
A 2013 report by the Center for Science in the Public Interest found that, of the 3,500 kids’ meals from 41 top chain restaurants analyzed, as many as 97% were unhealthy.
It’s Taking Over Mealtime at Restaurants.
A 2013 report by the Center for Science in the Public Interest found that, of the 3,500 kids’ meals from 41 top chain restaurants analyzed, as many as 97% were unhealthy.
Marketing to Kids...
It’s all over Kids’ Websites and Online Channels.
61% of popular children’s websites market unhealthy food and beverages.
It’s all over Kids’ Websites and Online Channels.
61% of popular children’s websites market unhealthy food and beverages.
Marketing to Kids...
It’s on Social Media– and it’s Viral.
Many food and beverage websites have a social media or viral component in order to target children and youth from "all angles" of the digital world.
It’s on Social Media– and it’s Viral.
Many food and beverage websites have a social media or viral component in order to target children and youth from "all angles" of the digital world.
Marketing to Kids...
It’s Interactive – in Advergames.
Advergames are interactive games that feature a company’s brand and/or characters.
Many advergames provide opportunities to “invite a friend”. Individuals playing the game engage in “viral marketing” for the company when they invite friends to play.
It’s Interactive – in Advergames.
Advergames are interactive games that feature a company’s brand and/or characters.
Many advergames provide opportunities to “invite a friend”. Individuals playing the game engage in “viral marketing” for the company when they invite friends to play.
Marketing to Kids...
It Plays Mind Games.
Many forms of advertising that exist today, such as advergames, did not exist many years ago.
Advergames enable brands to build positive associations through providing fun experiences with children and youth, while not appearing to be advertising directly.
It Plays Mind Games.
Many forms of advertising that exist today, such as advergames, did not exist many years ago.
Advergames enable brands to build positive associations through providing fun experiences with children and youth, while not appearing to be advertising directly.
Marketing to Kids...
It’s Subversive.
Children as old as 15 do not recognize that the purpose of advergames is advertising, and that they are influenced by them on a subconscious level.
It’s Subversive.
Children as old as 15 do not recognize that the purpose of advergames is advertising, and that they are influenced by them on a subconscious level.
Marketing to Kids...
It’s in how Kids Learn – at Libraries, in Children’s Books.
Books associated with food and beverage brands are promoted as teaching tools when in fact they are clever advertising tactics combined with a larger "integrative marketing" strategy.
It’s in how Kids Learn – at Libraries, in Children’s Books.
Books associated with food and beverage brands are promoted as teaching tools when in fact they are clever advertising tactics combined with a larger "integrative marketing" strategy.
Marketing to Kids...
It’s Starting at Younger and Younger Ages.
Research indicates that children are brand aware as early as age 3 and brand awareness increases with age.
It’s Starting at Younger and Younger Ages.
Research indicates that children are brand aware as early as age 3 and brand awareness increases with age.
Marketing to Kids...
It’s Repetitive as Kids Read Books Over and Over Again.
While a TV ad may only last 30 seconds, food and beverage companies know that product placement in educational activity books gains visibility for their brands for a much greater period of time.
It’s Repetitive as Kids Read Books Over and Over Again.
While a TV ad may only last 30 seconds, food and beverage companies know that product placement in educational activity books gains visibility for their brands for a much greater period of time.
Marketing to Kids...
It’s Part of Their Education in Schools.
Schools have a captive audience: children and youth primed to learn and pay attention. When kids are exposed to corporate marketing messages in school, they receive these messages in the same context as their educational lessons.
It’s Part of Their Education in Schools.
Schools have a captive audience: children and youth primed to learn and pay attention. When kids are exposed to corporate marketing messages in school, they receive these messages in the same context as their educational lessons.
Marketing to Kids...
It’s on School Property, Everywhere They Go.
Food and beverage labeling on school property influences children and youth’s food preferences while at school.
It’s on School Property, Everywhere They Go.
Food and beverage labeling on school property influences children and youth’s food preferences while at school.
Marketing to Kids...
It’s Sponsoring Kids’ Sports in Communities.
Food and beverage companies look for multiple avenues to woo children into becoming loyal customers. Research shows that food and beverage sponsorship may only contribute a small proportion of the overall funding of sports programs, and alternative forms of raising funds currently exist.
It’s Sponsoring Kids’ Sports in Communities.
Food and beverage companies look for multiple avenues to woo children into becoming loyal customers. Research shows that food and beverage sponsorship may only contribute a small proportion of the overall funding of sports programs, and alternative forms of raising funds currently exist.
Marketing to Kids...
It’s in Their Entertainments, Used by Celebrities.
The goal of product placement is to show a product outside its normal marketing context and to show it being used by someone who is influential.
Product placement is part of a larger marketing strategy and is an increasingly popular strategy to target children and youth.
Marketing to Kids...
It’s Prompting More Consumption.
Product placement in movies has been shown to prompt children to snack more often.
It’s Prompting More Consumption.
Product placement in movies has been shown to prompt children to snack more often.
Marketing to Kids...
It’s Subliminal Messaging that Speaks to Kids in Social Media.
Marketing is subliminal, meaning that being exposed to it repeatedly over time results in individuals perceiving it as normal. This can lead to individuals under estimating the power of marketing.
It’s Subliminal Messaging that Speaks to Kids in Social Media.
Marketing is subliminal, meaning that being exposed to it repeatedly over time results in individuals perceiving it as normal. This can lead to individuals under estimating the power of marketing.
News
Vancouver SunWhy my five-year-old is helping with my PhD thesis on nutritionJune 6, 2024 - 3:26 pm- Federal Budget 2024 hits the spot with $1-billion for national school food programApril 16, 2024 - 1:51 am
The Globe & Mail