CCA LAUNCHES SELF-ESTEEM COMMERCIALS
By Adnews Staff
Toronto-based Concerned Children's Advertisers is launching a new series of awareness building television commercials this summer. The two commercials that make up the new series, "Knock on Wood" and "Bundle Up," were created by Toronto-based Ammirati Puris Lintas and continues with the issue of self-esteem and boys. The CCA first touched upon the issue last summer with its "What's Your Thing" spot created by Ogilvy & Mather. The new 30-second English-only spots are scheduled to begin running across Canada June 20. This year the CCA will also feature its Web site address <http:www.cca-canada.com> in its advertising. The new series of commercials are designed to remind boys they are not alone during the transition years when they move from childhood to being young adults. CCA, which is celebrating its tenth anniversary this year, is a consortium of 26 companies that largely market to children. The group believes advertising to children is both a right and a responsibility.