CCA TARGETS YOUNG GIRLS WITH NEW COMMERCIALS
By Adnews Staff
Concerned Children's Advertisers is trying to tackle young girls' self esteem in its latest national TV commercials that began this week. The 30-second and 60-second spots chart a tempting path of discovery for two girls. They are drawn to explore an intriguing "Boutique" but quickly discover that it represents warped values that are not in line with their own. The girls are seen as heroes because they choose to reject these values, letting teenagers know they shouldn't let someone else decide who they should be. The goal of the campaign is to help girls feel good about themselves and give them the confidence to ignore stereotypes and trends. The ads were created by Palmer Jarvis DDB and its subsidiary Imagination Youth Marketing of Toronto. Over the past nine years, the CCA and Health Canada have produced over 30 child directed commercials that address various life coping skills issues. The CCA is a non-profit consortium of 21 Canadian companies who have a concern for issues affecting children.