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Ban Avertising Or Make A Game Out Of It?
(UK) Sustain is a campaign group who wants to see an outright ban on advertising 'fast-food' to kids. The group, has put together a Children's Food Bill which among other things is demanding a total ban on junk food advertising across all mediums.
'When we started this campaign it was just about the telly,' said Jeanette Longfield, co-ordinator of Sustain. 'But now its not just a media issue. Products are often targeted through sponsorship of school events.'
The group is calling for a industry 'self-regulated' ban and argues within the Bill that for each year this is delayed, an estimate 40,000 children will become obese.
Although, Hasbro, the toy giant behind Monopoly and Star Wars toys, is directing its marketing effort at schools with a free board game about advertising. The game is backed by Media Smart, the industry body that promotes advertising awareness and is funded by McDonald's, Masterfoods, Procter & Gamble and advertising agencies including Abbott Mead Vickers BBDO and DDB London.
The US firm will distribute 10,000 free copies of the game to primary school students, claiming it will help improve literacy among six- to 11-year-olds.
Hasbro says Media Smart's Game of Life, in which students plan marketing campaigns, will teach them about 'persuasive writing, jingles and puns'.
Sustain Food Bill story.
Hasbro 'Game of Life' story (reg required).
Filed by DK on April 12 2005
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