CCA INTRODUCES SELF-ESTEEM COMMERCIALS
By Adnews Staff
Concerned Children's Advertisers is launching the next two commercials in its campaign that began two years ago. In 1997 and 1998 the CCA targeted children, parents and educators with the message seen in its "We Are Girls" and "Boutique" commercials. Today the organization is continuing to promote self-esteem by targeting boys in its two new commercials "What's Your Thing" and "The Hidden World of the House Hippo". The message the CCA is sending is "Nobody's good at everything -- but everybody's good at something" and is attempting to continue in helping children develop healthy television viewing habits. Ogilvy & Mather and Publicis SMW created the concepts for the commercials and The Partners Film Company, Avion Films and Spin Productions made the concepts reality. The CCA was founded in 1990. It is a consortium of 24 companies that believe their ability to market and advertise to children is a right and a responsibility. The new commercials are scheduled to begin running June 11.