CCA BRINGS VIGNETTE TO CINEMA
By Adnews Staff
Concerned Children's Advertisers will take one of its television vignettes to the big screen later this week. The 45-second spot is titled Choose, and will appear in Cineplex Odeon Theatres across Canada before movies rated parental guidance, family and adult accompaniment. The spot has a media literacy component that reminds children they have the ability to make choices in many areas of their lives, including TV. The ad was created by MacLaren McCann and The Partners Film Company, both of Toronto. The 30-second TV version began airing last February. Choose is one of 21 CCA vignettes running throughout Canada which address the issues of substance and child abuse prevention and the promotion of healthy life coping skills. CCA is a consortium of 20 Canadian corporations that are concerned about the well-being of young Canadians.