Companies Committed to Kids (French: Entreprises pour l'essor des enfants) (formerly known as Concerned Children's Advertisers) was a Canadian non-profit organization based in Toronto, founded in 1990 by former chief executive officer Sunni Boot and former president of the Global Television Network David Mintz as a contributive production-wide body dedicated to launching campaigns and expressing the significance of their public service announcements to target children between the ages of eight and 12.[2] It produced over 30 announcements, covering topics such as drug abuse, conformity, self-esteem, and bullying. Each PSA ends with the logo of the organization. Usually, the commercials partnered up with Health Canada.
The last logo for Concerned Children's Advertisers, before the name change.The previous logo of CCA, which appeared in older PSAs
The organization and its campaigns are supported by various television networks, stations and specialty channels throughout the country, as well as one border station in the United States (KVOS-TV).
In 2014, the organization earned around $4 million from its associate media organizations and companies allowing it to extend the word across its main goal: bullying, mental health and self-esteem. Almost 25 years, the company estimates having earned $50 million for media donations, $5 million for qualifying corporation and one year and almost two months donated by the businesses minds of marketing.[2]
On March 30, 2017, the company closed due to a decline in business.[4][5][6]
Brain (1990): One of the very first commercials produced by the organization, this commercial depicts a brain made up of a series of electrical wires. A female authoritative voice tells the viewers to think about what drugs can do to people's brains, dreams, and future. An unseen person holding a pair of wire cutters is cutting up the brain's wires, showing the effect of more drugs being consumed, before it eventually short-circuits. The commercial ends with the female voice saying: "Think about it—while you still can." Edited March 23, 1990. AGENCY: Cossette, Inc.
Crack (1990): This brief commercial depicts a body bag on a stretcher. The same narrator from the Brain commercial tells viewers that in the past two years (1988 and 1989), over 5,000 people in Canada and the United States have died from using crack or cocaine. She ends the commercial saying, "Do yourself a favor... think about it". Edited March 23, 1990. AGENCY: Cossette, Inc.
Cocaine (1990): This commercial was filmed from the perspective of someone lying on a hospital bed and being revived with a defibrillator. While this is happening, a female narrator speaks to the audience about the side effects of using cocaine. Edited April 6, 1990. AGENCY: Cossette, Inc.
Be True to You (1990): In this commercial, the narrator is a teenage boy wearing a red and black shirt, and he is meeting with three of his friends. He talks about the perceptions of teenage drug use, and his message is very clear... he wants children to make healthy decisions and do what is right for them. One of the memorable lines of this commercial is "Just because we are young, doesn't mean we are stupid." AGENCY: Intergroup.
Drug Rap (1990): In this commercial, a rap song about the choices of drugs is performed by a group of children and adults. They repeat the use of the line: "Drugs, drugs, drugs... Which are good, which are bad... Drugs, drugs, drugs... Ask your mom or ask your dad". AGENCY: McArthur, Thompson & Law.
Syringe / No Label on Drugs (1990): This commercial takes place on the urban streets of Toronto at night. A rat is walking while a syringe is sucking up dirty water from a gutter. A man's voice says, "There's a lot of stories about the stuff that gets into street drugs." The hand holding the syringe pushes the plunger down, as if the contaminated water is being injected into someone. The empty syringe is tossed in the air and comes down shattering on to the concrete while the rat flees. Then the man's voice says, "So if you're afraid of what's been done to them, wait till you see what they do to you," as more filthy water runs down over the pieces of the syringe. AGENCY: FCB/Ronalds-Reynolds.
Elevator (1990): A buck hoist is depicted as a metaphor for drug abuse and its devastating effects. Edited March 30, 1990. AGENCY: FCB/Ronalds-Reynolds.
Interaction (1990): Life and the tough decisions it entails both take the form of a board game referred to by the male narrator as “The Game of Life.” The word ‘DRUGS’ (in red) is clearly printed onto the centre of the game board. Scattered all over it are miniature syringes, bags of narcotics, and small piles of what appears to be cocaine. A bespectacled teenaged boy is shown playing the game by himself as the narrator says, “In the real game of life, you’ll have to make real-life decisions—tough choices about the direction you’d like your future to take.” The boy picks up a pair of dice, tosses them onto the table, then moves his token several squares before stopping at a space labelled “Choice,” on which one of the mounds of cocaine is placed. The narrator then continues with “...How to deal with life’s ups and downs—temptation, pressure...” After a slight pause, the narrator says to the viewer, “The decision...is yours.” The boy overturns the entire game board, sending all the pieces flying. He is then seen raising his right fist into the air, grinning. The narrator ends the commercial with, “In the real game of life, you deserve the very best chance you could get.” AGENCY: FCB/Ronalds-Reynolds.
Substance Abuse Testimonials (1990): This is a series of four commercials. The speakers of each commercial are Cynthia, Lisa, Doug, and Steve. Each of these people tell their side of the story of why they became drug addicts, and that the way they take drugs, they are hurting themselves and their families. AGENCY: Saatchi & Saatchi.
Mimic (1990): A little girl pretends to drink coffee and smoke cigarettes (using various items for play). A female voice says, "Kids, they're so cute and whenever learning new things they're real copycats," while black and white flashbacks portray a group of adults having a party, smoking and sharing cigarettes and drinking alcohol which is shown throughout the commercial. The girl pretends to smoke a cigarette and shares it with her teddy bear. The girl is then shown pretending to be in a euphoric state after a drink of coffee which shows that she's acting like she's high and drunk. This shows that children can copy what their parents do, even doing things that are inappropriate such as smoking and drinking. A male voice ends the commercial saying, "Someones watching your every action, be aware, be wise." Edited May 25, 1990. AGENCY: Highwood Communications Ltd.
Coming Down (1991): Two lovers, a young man (played by Joe Roncetti) and woman (played by Liisa Repo-Martell), are depicted using drugs together, which ultimately culminates in the man's death. AGENCY: FCB/Ronalds-Reynolds.
Rehab (1992): This commercial is a story about a young man (played by Graeme Millington) recalling his life of using drugs and his childhood days with a close male friend. He is initially seen sitting inside his room in a rehab facility watching a clear view from outside. The music in the background is an old song performed by The Hollies, "He Ain't Heavy, He's My Brother". He walks out of his room and spots his friend visiting the facility before embracing each other. The commercial ends with a voice-over saying: "If you try to stop a friend from using drugs, you may not succeed, but at least you tried—and that's what friends are for". Edited March 1, 1992. AGENCY: FCB Canada Ltd.
Hip Choice (1993): This commercial begins with a text message that says "Ever Thought About Taking Drugs?". It then shows two children standing (they are latex puppets, not real people) encountering a drug pusher wearing shades in an alleyway. The drug pusher sticks out his hands showing them the drugs and tells them that they have a choice of whether they will take them or not. A flash-sequence of disturbing images of drug addicts and celebrities that died from drugs appears when the pusher sticks out his hands. The children eventually ignore the offer and walk away from the drug pusher. The drug pusher then takes off his shades, revealing his hideous yellow eyes. Edited April 13, 1993. There are two variants of this PSA with different endings:
The drug pusher takes his shades off to reveal his hideous, yellow eyes. An early variant zooms in on his eyes.
The drug pusher does not remove his shades and goes completely quiet. This version is less scary than the first and was used after many parents complaining about the first version being too disturbing and frightening for children.
Loser (1995): This commercial takes place in an old car resembling a 1969 Ford Mustang, with four teenagers smoking pot. The commercial focuses on two of the teenagers; one, implacably a "cool" kid, and the other, the "loser". The "cool" kids recalls past activities he once enjoyed before his addiction, such as sports, while joking around with his friends, and chides the "loser" for being into different stuff. The "cool" kid then says he likes to party and that guys like the "loser" didn't know how to party. A message pops up, reading "Can you spot the losers?" The narrator then says "Truth is, there's a million things to do that are more fun than sitting around getting stoned." The commercial ends with the message, "Think about it." Edited February 14, 1995. AGENCY: Leo Burnett Company Ltd.
Transactions (1995): A guitarist, presumably a street musician, is standing on a Toronto street interacting with the camera, offering the viewer several choices; you can feed your pet hamster when you're supposed to or he'll die, you can eat a ton of fries or look good in pants, and finally, "you can do drugs or you can do everything else." Edited September 22, 1995. AGENCY: Vickers and Benson Advertising Ltd.
Child safetyedit
Storytime (1991): A woman reads a story about a family of raccoons. In the story, a baby raccoon finds various foods that are said to be unsafe for raccoons (this is to show that some things are unsafe for children). The baby raccoon eventually finds an apple that is safe for him to eat. Edited Mar. 24, 1991. AGENCY: Palmer Jarvis DDB.
Labyrinth (1991): A group of children find a discarded syringe and talk about what to do with it. The commercial ends with the message, "Remember, if you find a needle tell somebody." Filmed at Keefer St, Vancouver, BC. Edited Feb. 14 1991. AGENCY: Cactus Productions Inc.
Don't You Put It in Your Mouth (1992): This well-known commercial makes the use of song and puppetry, depicting two scary-looking blue creatures singing a song about the dangers of putting strange objects into one's mouth. A lion ends the commercial saying "Always ask someone you love before you put anything in your mouth." Edited January 12, 1992. There are two variants of this commercial with different endings:
The lion ends the commercial saying "Always ask someone you love before you put anything in your mouth."
The lion gives a brief explanation about why you shouldn't put things in your mouth when you don't know what they are.[7]
AGENCY: Cactus Productions Inc.
The Trap (1993): Two mice come across a mouse trap with a piece of cheese on it. One mouse convinces the other to avoid it, and to ask for help if they don't know what something is. One of the mouse puppets from this PSA was used in The Big Comfy Couch. Edited July 16, 1993. AGENCY: Radical Sheep Productions Inc.
Child abuse preventionedit
How Was Your Day? (1995): A teacher tells her child about a student who gets abused. She explains to her child that the student thinks his mother is always mad at him. The student's mother hits him, yells, and breaks things. She tells him that he did the right thing by telling her. The commercial ends with a message saying "Tell someone you trust when something is wrong. They want to help." Edited January 30, 1995. AGENCY: Leo Burnett Company Ltd.
Smart choicesedit
Choose (1995): The commercial introduces many children suggesting that you can choose what you want in life and nobody makes your decisions. Edited December 26, 1995. AGENCY: MacLaren McCann Inc.
Moe Funky (1996): A stylized look at the games of youth that carries the message: don't play games when making the important decisions in life—use your head instead. There is a computerized robotic voice saying "1 potato, 2 potato, 3 potato, 4. 5 potato, 6 potato, 7 potato, more". Edited March 10, 1996. AGENCY: J. Walter Thompson Company Ltd.
Media literacyedit
Smart as You (1997): In this PSA aimed at children, an anthropomorphic television talks about programs children can see on TV, and that they are smarter than it (meaning that children make the choices about what they can do). Some footage from an old YTV programming block, ReBoot, Really Wild Animals, Flash Gordon and It's Alive! are shown. Edited October 4, 1997. AGENCY: FCB Canada Ltd.
House Hippo (1999): In this documentary-style PSA, it begins introducing viewers to a typical kitchen during the night, eventually introducing the "House hippo", a small hippo-like creature who is apparently infesting the house. They begin adding bits of information gradually until the end, where an image of a real hippo and her young appear on a TV. A female narrator now admits that the house hippo wasn't real and that media literacy is important, as well as asking questions. Edited May 1, 1999. AGENCY: Publicis.
Self-esteemedit
We Are Girls (1997): Shows various female preteens and teenagers expressing what they will and will not do. The commercial ends with the message, "We are girls. We will do what is right for us." Edited March 2, 1997. AGENCY: Vickers and Benson Advertising Ltd.
Boutique (1998): After seeing an attractive girl leaving a store, two young girls enter the boutique, hoping to look like the girl. Once inside, they realize that this boutique's purpose is to change people. The girls experience various stages that should change them, such as the application of makeup, plastic surgery, and the "Personality Changing Room". Throughout the commercial, a Big Brother-esque woman speaks on a screen, saying "Why be you, when you can be me?" The girls decide to leave the store as themselves. Edited February 6, 1998. AGENCY: Palmer Jarvis DDB.
What's Your Thing? (1999): A commercial showing various children and teenagers' favourite things, such as tap dancing, magic tricks and making sound effects. It ends with the message "Nobody's good at everything; but everybody's good at something." Edited May 12, 1999. AGENCY: Ogilvy and Mather Advertising.
Bundle Up (2000): A group of boys are seen walking on a sidewalk. A mother of one of the boys drive up to them, get out of the car and put a jacket on her son. It ends with the message "Boy, it's not easy being one". Edited July 25, 2000. AGENCY: Ammirati Puris Lintas.
Knock on Wood (2000): This commercial depicts a few teen guys trying to convince a younger boy to play Ding Dong Ditch. The younger boy walks up to the door, but the outcome is never shown. It ends with the message "Boy, it's not easy being one". Edited September 19, 2000. AGENCY: Ammirati Puris Lintas.
Mental Wellness (2012): It shows a man and a woman in a kitchen with their daughter sitting at a table. The woman reminds her husband that they will be seeing her parents, the husband declines due to work and the two begin to argue, with the wife pointing out their daughter is in the room and not to fight in front of her. The husband immediately leaves the room in frustration. As the argument goes on, the camera pans to show the girl is in a classroom with the kitchen behind her. A female narrator then tells the viewer that 1 in 5 kids under 11 have mental wellness issues. AGENCY: Viacom International (now Paramount Global).
Ice Scream (2001): Four kids are shown having a conversation while sitting on the grass close to the front yard of their house. They notice an ice cream truck passing by their house and the kids try to chase after it, but they eventually give up and become exhausted while the ice cream truck is still driving down their street. Edited January 6, 2001. AGENCY: Cossette, Inc.
The Chase (2001): A boy runs away from three girls. He starts to feel very tired, the girls eventually get caught up with him and they make the boy feel uncomfortable by kissing him. The song playing in the background is "Lungo Filaccio" by Roberto Cardinali.[8] Edited March 6, 2001. AGENCY: Cossette, Inc.
Blown Away (2001): A boy is shown looking at his new Pokémon cards that he just purchased from a convenience store, but his CharizardPokémon card gets blown away by the wind and he tries to chase after it. He attempts to get his card back but he eventually gives up, runs out of breath and his new Pokémon card vanishes. The music was later used in the 2004 film The SpongeBob SquarePants Movie. The PSA is filmed at Elm St and King St in Weston. Edited August 28, 2001. AGENCY: Cossette, Inc.
Bullyingedit
Walk Away (2002): A bully is shown apparently threatening someone, but as the camera pans out, it shows he is, in fact, not threatening someone, but that he is bullying thin air, because no one is around for him to bully. Was edited May 21, 2002. AGENCY: Publicis.
Words Hurt (2003): A girl goes to get a drink at a water fountain, then sees several other girls hanging out. The girls begin to tease the girl, saying things that literally form words and attack the girl. The girl then runs away, as one of the insults chases her. Filmed in Lawrence Park Collegiate Institute in Toronto, Ontario. Was edited Jun 13th, 2003. AGENCY: Publicis.
Tell Someone (2005): As a boy wakes up in the morning, he has visions of another boy who bullies him at school. The bully teases the boy throughout the morning until the boy talks to his mother about the bully, and the vision disappears. Was edited Jun 30th, 2005. AGENCY: Round Table Advertising.
Health Rock (2004): A lively 60 second animation featuring someone's T-shirt with a blue creature on it which turns animated. It has an entertaining commercial jingle that explains the importance of balancing food and activity and encourages kids to "eat smart and move more." Edited October 3, 2004. AGENCY: J. Walter Thompson Company Ltd.
Head (2006): Shows a boy (Lamar Johnson, from Pop It!) on his computer and grabbing a plastic container with his mouth. It ends with a text message saying "Choose a variety of foods". Was edited February 10, 2006. AGENCY: Round Table Advertising.
Body (2006): Shows a boy (Lamar Johnson) on his computer and then shows him taking his head off and setting it on the desktop, and shows his body dancing to hip-hop music, it also shows his head smiling at the dancing body before it ends with a text message saying "Move your body at least 30 extra minutes each day". Also edited February 10, 2006. AGENCY: Round Table Advertising.
Media Monkey (2010): A girl is first shown reading a magazine with pages torn out by a monkey in a sailor suit. The monkey unplugs the girl's computer after it shows a weight loss pop-up, and they fight over the TV. This PSA ends with the message "You don't need a Media Monkey to make healthy choices. Think for yourself", as the girl sees the monkey covering up a perfume advertisement. Edited in February 4, 2010.[9] AGENCY: Bensimon Byrne.
^"Campaign reveals surprising truth about kids' mental health (spoiler alert: relationships matter)". www.newswire.ca. Retrieved 2018-07-29.
^ abFatah, Sonya (2015-11-04). "Zenith recognized by Companies Committed to Kids". Media in Canada. from the original on 2016-04-02. Retrieved 2018-07-29.
^"Corporation Status: Companies Committed to Kids". OPENGOVCA. from the original on 2018-06-22. Retrieved 2017-12-22.
^"Federal Corporation Information: Companies Committed to Kids". Innovation, Science and Economic Development Canada. 2018-06-19. from the original on 2018-07-31. Retrieved 2018-07-31.
^"Companies Committed to Kids / Entreprises pour l'essor des enfants / GIL BARROWS, Consultant". Office of the Commissioner of Lobbying of Canada. 2016-04-18. from the original on 2016-08-20. Retrieved 2018-07-31.
^"Don't Put It In Your Mouth (Full Version, 1993)". YouTube. 2007-06-23. from the original on 2011-06-03. Retrieved 2018-07-21.
^"Concerned Children's Advertisers monkey with the Olympics". Marketing Magazine. 2010-03-01. Retrieved 2011-08-17.
External linksedit
April 13, 2024
companies, committed, kids, french, entreprises, pour, essor, enfants, formerly, known, concerned, children, advertisers, canadian, profit, organization, based, toronto, founded, 1990, former, chief, executive, officer, sunni, boot, former, president, global, . Companies Committed to Kids French Entreprises pour l essor des enfants formerly known as Concerned Children s Advertisers was a Canadian non profit organization based in Toronto founded in 1990 by former chief executive officer Sunni Boot and former president of the Global Television Network David Mintz as a contributive production wide body dedicated to launching campaigns and expressing the significance of their public service announcements to target children between the ages of eight and 12 2 It produced over 30 announcements covering topics such as drug abuse conformity self esteem and bullying Each PSA ends with the logo of the organization Usually the commercials partnered up with Health Canada Companies Committed to Kids2014 2017 logoFormerlyConcerned Children s AdvertisersFoundedFebruary 26 1990 34 years ago 1990 02 26 FounderSunni BootDavid MintzDefunctMarch 30 2017 7 years ago 2017 03 30 FateClosedHeadquartersToronto Ontario CanadaArea servedCanadaKey peopleBev Deeth CEO President 1 ProductsPublic Service AnnouncementsThe last logo for Concerned Children s Advertisers before the name change The previous logo of CCA which appeared in older PSAsThe organization and its campaigns are supported by various television networks stations and specialty channels throughout the country as well as one border station in the United States KVOS TV The members of the organization were private companies that market to children and families including McDonald s Disney Mattel PepsiCo Coca Cola Teletoon Hasbro Corus Entertainment Bell Canada Cadbury Canada Hershey s Kellogg s Kraft Shaw Media Loblaw Nestle General Mills Weston Canwest CTV Publicis the Institute of Communication Agencies Rogers Media DHX Media and others 3 In 2014 the organization earned around 4 million from its associate media organizations and companies allowing it to extend the word across its main goal bullying mental health and self esteem Almost 25 years the company estimates having earned 50 million for media donations 5 million for qualifying corporation and one year and almost two months donated by the businesses minds of marketing 2 On March 30 2017 the company closed due to a decline in business 4 5 6 Contents 1 Public service announcements 1 1 Substance abuse prevention 1 2 Child safety 1 3 Child abuse prevention 1 4 Smart choices 1 5 Media literacy 1 6 Self esteem 1 7 Stay Fit Cause You Never Know 1 8 Bullying 1 9 Healthy active living Long Live Kids 2 See also 3 References 4 External linksPublic service announcements editSubstance abuse prevention edit Brain 1990 One of the very first commercials produced by the organization this commercial depicts a brain made up of a series of electrical wires A female authoritative voice tells the viewers to think about what drugs can do to people s brains dreams and future An unseen person holding a pair of wire cutters is cutting up the brain s wires showing the effect of more drugs being consumed before it eventually short circuits The commercial ends with the female voice saying Think about it while you still can Edited March 23 1990 AGENCY Cossette Inc Crack 1990 This brief commercial depicts a body bag on a stretcher The same narrator from the Brain commercial tells viewers that in the past two years 1988 and 1989 over 5 000 people in Canada and the United States have died from using crack or cocaine She ends the commercial saying Do yourself a favor think about it Edited March 23 1990 AGENCY Cossette Inc Cocaine 1990 This commercial was filmed from the perspective of someone lying on a hospital bed and being revived with a defibrillator While this is happening a female narrator speaks to the audience about the side effects of using cocaine Edited April 6 1990 AGENCY Cossette Inc Be True to You 1990 In this commercial the narrator is a teenage boy wearing a red and black shirt and he is meeting with three of his friends He talks about the perceptions of teenage drug use and his message is very clear he wants children to make healthy decisions and do what is right for them One of the memorable lines of this commercial is Just because we are young doesn t mean we are stupid AGENCY Intergroup Drug Rap 1990 In this commercial a rap song about the choices of drugs is performed by a group of children and adults They repeat the use of the line Drugs drugs drugs Which are good which are bad Drugs drugs drugs Ask your mom or ask your dad AGENCY McArthur Thompson amp Law Syringe No Label on Drugs 1990 This commercial takes place on the urban streets of Toronto at night A rat is walking while a syringe is sucking up dirty water from a gutter A man s voice says There s a lot of stories about the stuff that gets into street drugs The hand holding the syringe pushes the plunger down as if the contaminated water is being injected into someone The empty syringe is tossed in the air and comes down shattering on to the concrete while the rat flees Then the man s voice says So if you re afraid of what s been done to them wait till you see what they do to you as more filthy water runs down over the pieces of the syringe AGENCY FCB Ronalds Reynolds Elevator 1990 A buck hoist is depicted as a metaphor for drug abuse and its devastating effects Edited March 30 1990 AGENCY FCB Ronalds Reynolds Interaction 1990 Life and the tough decisions it entails both take the form of a board game referred to by the male narrator as The Game of Life The word DRUGS in red is clearly printed onto the centre of the game board Scattered all over it are miniature syringes bags of narcotics and small piles of what appears to be cocaine A bespectacled teenaged boy is shown playing the game by himself as the narrator says In the real game of life you ll have to make real life decisions tough choices about the direction you d like your future to take The boy picks up a pair of dice tosses them onto the table then moves his token several squares before stopping at a space labelled Choice on which one of the mounds of cocaine is placed The narrator then continues with How to deal with life s ups and downs temptation pressure After a slight pause the narrator says to the viewer The decision is yours The boy overturns the entire game board sending all the pieces flying He is then seen raising his right fist into the air grinning The narrator ends the commercial with In the real game of life you deserve the very best chance you could get AGENCY FCB Ronalds Reynolds Substance Abuse Testimonials 1990 This is a series of four commercials The speakers of each commercial are Cynthia Lisa Doug and Steve Each of these people tell their side of the story of why they became drug addicts and that the way they take drugs they are hurting themselves and their families AGENCY Saatchi amp Saatchi Mimic 1990 A little girl pretends to drink coffee and smoke cigarettes using various items for play A female voice says Kids they re so cute and whenever learning new things they re real copycats while black and white flashbacks portray a group of adults having a party smoking and sharing cigarettes and drinking alcohol which is shown throughout the commercial The girl pretends to smoke a cigarette and shares it with her teddy bear The girl is then shown pretending to be in a euphoric state after a drink of coffee which shows that she s acting like she s high and drunk This shows that children can copy what their parents do even doing things that are inappropriate such as smoking and drinking A male voice ends the commercial saying Someones watching your every action be aware be wise Edited May 25 1990 AGENCY Highwood Communications Ltd Coming Down 1991 Two lovers a young man played by Joe Roncetti and woman played by Liisa Repo Martell are depicted using drugs together which ultimately culminates in the man s death AGENCY FCB Ronalds Reynolds Rehab 1992 This commercial is a story about a young man played by Graeme Millington recalling his life of using drugs and his childhood days with a close male friend He is initially seen sitting inside his room in a rehab facility watching a clear view from outside The music in the background is an old song performed by The Hollies He Ain t Heavy He s My Brother He walks out of his room and spots his friend visiting the facility before embracing each other The commercial ends with a voice over saying If you try to stop a friend from using drugs you may not succeed but at least you tried and that s what friends are for Edited March 1 1992 AGENCY FCB Canada Ltd Hip Choice 1993 This commercial begins with a text message that says Ever Thought About Taking Drugs It then shows two children standing they are latex puppets not real people encountering a drug pusher wearing shades in an alleyway The drug pusher sticks out his hands showing them the drugs and tells them that they have a choice of whether they will take them or not A flash sequence of disturbing images of drug addicts and celebrities that died from drugs appears when the pusher sticks out his hands The children eventually ignore the offer and walk away from the drug pusher The drug pusher then takes off his shades revealing his hideous yellow eyes Edited April 13 1993 There are two variants of this PSA with different endings The drug pusher takes his shades off to reveal his hideous yellow eyes An early variant zooms in on his eyes The drug pusher does not remove his shades and goes completely quiet This version is less scary than the first and was used after many parents complaining about the first version being too disturbing and frightening for children AGENCY YTV Canada Inc Loser 1995 This commercial takes place in an old car resembling a 1969 Ford Mustang with four teenagers smoking pot The commercial focuses on two of the teenagers one implacably a cool kid and the other the loser The cool kids recalls past activities he once enjoyed before his addiction such as sports while joking around with his friends and chides the loser for being into different stuff The cool kid then says he likes to party and that guys like the loser didn t know how to party A message pops up reading Can you spot the losers The narrator then says Truth is there s a million things to do that are more fun than sitting around getting stoned The commercial ends with the message Think about it Edited February 14 1995 AGENCY Leo Burnett Company Ltd Transactions 1995 A guitarist presumably a street musician is standing on a Toronto street interacting with the camera offering the viewer several choices you can feed your pet hamster when you re supposed to or he ll die you can eat a ton of fries or look good in pants and finally you can do drugs or you can do everything else Edited September 22 1995 AGENCY Vickers and Benson Advertising Ltd Child safety edit Storytime 1991 A woman reads a story about a family of raccoons In the story a baby raccoon finds various foods that are said to be unsafe for raccoons this is to show that some things are unsafe for children The baby raccoon eventually finds an apple that is safe for him to eat Edited Mar 24 1991 AGENCY Palmer Jarvis DDB Labyrinth 1991 A group of children find a discarded syringe and talk about what to do with it The commercial ends with the message Remember if you find a needle tell somebody Filmed at Keefer St Vancouver BC Edited Feb 14 1991 AGENCY Cactus Productions Inc Don t You Put It in Your Mouth 1992 This well known commercial makes the use of song and puppetry depicting two scary looking blue creatures singing a song about the dangers of putting strange objects into one s mouth A lion ends the commercial saying Always ask someone you love before you put anything in your mouth Edited January 12 1992 There are two variants of this commercial with different endings The lion ends the commercial saying Always ask someone you love before you put anything in your mouth The lion gives a brief explanation about why you shouldn t put things in your mouth when you don t know what they are 7 AGENCY Cactus Productions Inc The Trap 1993 Two mice come across a mouse trap with a piece of cheese on it One mouse convinces the other to avoid it and to ask for help if they don t know what something is One of the mouse puppets from this PSA was used in The Big Comfy Couch Edited July 16 1993 AGENCY Radical Sheep Productions Inc Child abuse prevention edit How Was Your Day 1995 A teacher tells her child about a student who gets abused She explains to her child that the student thinks his mother is always mad at him The student s mother hits him yells and breaks things She tells him that he did the right thing by telling her The commercial ends with a message saying Tell someone you trust when something is wrong They want to help Edited January 30 1995 AGENCY Leo Burnett Company Ltd Smart choices edit Choose 1995 The commercial introduces many children suggesting that you can choose what you want in life and nobody makes your decisions Edited December 26 1995 AGENCY MacLaren McCann Inc Moe Funky 1996 A stylized look at the games of youth that carries the message don t play games when making the important decisions in life use your head instead There is a computerized robotic voice saying 1 potato 2 potato 3 potato 4 5 potato 6 potato 7 potato more Edited March 10 1996 AGENCY J Walter Thompson Company Ltd Media literacy edit Smart as You 1997 In this PSA aimed at children an anthropomorphic television talks about programs children can see on TV and that they are smarter than it meaning that children make the choices about what they can do Some footage from an old YTV programming block ReBoot Really Wild Animals Flash GordonandIt s Alive are shown Edited October 4 1997 AGENCY FCB Canada Ltd House Hippo 1999 In this documentary style PSA it begins introducing viewers to a typical kitchen during the night eventually introducing the House hippo a small hippo like creature who is apparently infesting the house They begin adding bits of information gradually until the end where an image of a real hippo and her young appear on a TV A female narrator now admits that the house hippo wasn t real and that media literacy is important as well as asking questions Edited May 1 1999 AGENCY Publicis Self esteem edit We Are Girls 1997 Shows various female preteens and teenagers expressing what they will and will not do The commercial ends with the message We are girls We will do what is right for us Edited March 2 1997 AGENCY Vickers and Benson Advertising Ltd Boutique 1998 After seeing an attractive girl leaving a store two young girls enter the boutique hoping to look like the girl Once inside they realize that this boutique s purpose is to change people The girls experience various stages that should change them such as the application of makeup plastic surgery and the Personality Changing Room Throughout the commercial a Big Brother esque woman speaks on a screen saying Why be you when you can be me The girls decide to leave the store as themselves Edited February 6 1998 AGENCY Palmer Jarvis DDB What s Your Thing 1999 A commercial showing various children and teenagers favourite things such as tap dancing magic tricks and making sound effects It ends with the message Nobody s good at everything but everybody s good at something Edited May 12 1999 AGENCY Ogilvy and Mather Advertising Bundle Up 2000 A group of boys are seen walking on a sidewalk A mother of one of the boys drive up to them get out of the car and put a jacket on her son It ends with the message Boy it s not easy being one Edited July 25 2000 AGENCY Ammirati Puris Lintas Knock on Wood 2000 This commercial depicts a few teen guys trying to convince a younger boy to play Ding Dong Ditch The younger boy walks up to the door but the outcome is never shown It ends with the message Boy it s not easy being one Edited September 19 2000 AGENCY Ammirati Puris Lintas Mental Wellness 2012 It shows a man and a woman in a kitchen with their daughter sitting at a table The woman reminds her husband that they will be seeing her parents the husband declines due to work and the two begin to argue with the wife pointing out their daughter is in the room and not to fight in front of her The husband immediately leaves the room in frustration As the argument goes on the camera pans to show the girl is in a classroom with the kitchen behind her A female narrator then tells the viewer that 1 in 5 kids under 11 have mental wellness issues AGENCY Viacom International now Paramount Global Stay Fit Cause You Never Know edit Filmed on Banmoor Boulevard in Toronto Ontario Ice Scream 2001 Four kids are shown having a conversation while sitting on the grass close to the front yard of their house They notice an ice cream truck passing by their house and the kids try to chase after it but they eventually give up and become exhausted while the ice cream truck is still driving down their street Edited January 6 2001 AGENCY Cossette Inc The Chase 2001 A boy runs away from three girls He starts to feel very tired the girls eventually get caught up with him and they make the boy feel uncomfortable by kissing him The song playing in the background is Lungo Filaccio by Roberto Cardinali 8 Edited March 6 2001 AGENCY Cossette Inc Blown Away 2001 A boy is shown looking at his new Pokemon cards that he just purchased from a convenience store but his Charizard Pokemon card gets blown away by the wind and he tries to chase after it He attempts to get his card back but he eventually gives up runs out of breath and his new Pokemon card vanishes The music was later used in the 2004 film The SpongeBob SquarePants Movie The PSA is filmed at Elm St and King St in Weston Edited August 28 2001 AGENCY Cossette Inc Bullying edit Walk Away 2002 A bully is shown apparently threatening someone but as the camera pans out it shows he is in fact not threatening someone but that he is bullying thin air because no one is around for him to bully Was edited May 21 2002 AGENCY Publicis Words Hurt 2003 A girl goes to get a drink at a water fountain then sees several other girls hanging out The girls begin to tease the girl saying things that literally form words and attack the girl The girl then runs away as one of the insults chases her Filmed in Lawrence Park Collegiate Institute in Toronto Ontario Was edited Jun 13th 2003 AGENCY Publicis Tell Someone 2005 As a boy wakes up in the morning he has visions of another boy who bullies him at school The bully teases the boy throughout the morning until the boy talks to his mother about the bully and the vision disappears Was edited Jun 30th 2005 AGENCY Round Table Advertising Healthy active living Long Live Kids edit Part of the Long Live Kids campaign created in conjunction with the Knowledge network in British Columbia The Body ad was not used on Knowledge Network only Discovery Kids Canada and BBC Kids this was the very first PSA that was released a year after Health Rock 2004 A lively 60 second animation featuring someone s T shirt with a blue creature on it which turns animated It has an entertaining commercial jingle that explains the importance of balancing food and activity and encourages kids to eat smart and move more Edited October 3 2004 AGENCY J Walter Thompson Company Ltd Head 2006 Shows a boy Lamar Johnson from Pop It on his computer and grabbing a plastic container with his mouth It ends with a text message saying Choose a variety of foods Was edited February 10 2006 AGENCY Round Table Advertising Body 2006 Shows a boy Lamar Johnson on his computer and then shows him taking his head off and setting it on the desktop and shows his body dancing to hip hop music it also shows his head smiling at the dancing body before it ends with a text message saying Move your body at least 30 extra minutes each day Also edited February 10 2006 AGENCY Round Table Advertising Media Monkey 2010 A girl is first shown reading a magazine with pages torn out by a monkey in a sailor suit The monkey unplugs the girl s computer after it shows a weight loss pop up and they fight over the TV This PSA ends with the message You don t need a Media Monkey to make healthy choices Think for yourself as the girl sees the monkey covering up a perfume advertisement Edited in February 4 2010 9 AGENCY Bensimon Byrne See also editHouse hippoReferences edit Campaign reveals surprising truth about kids mental health spoiler alert relationships matter www newswire ca Retrieved 2018 07 29 a b Fatah Sonya 2015 11 04 Zenith recognized by Companies Committed to Kids Media in Canada Archived from the original on 2016 04 02 Retrieved 2018 07 29 Who is Helping Us Out Archived 2009 06 22 at the Wayback Machine Corporation Status Companies Committed to Kids OPENGOVCA Archived from the original on 2018 06 22 Retrieved 2017 12 22 Federal Corporation Information Companies Committed to Kids Innovation Science and Economic Development Canada 2018 06 19 Archived from the original on 2018 07 31 Retrieved 2018 07 31 Companies Committed to Kids Entreprises pour l essor des enfants GIL BARROWS Consultant Office of the Commissioner of Lobbying of Canada 2016 04 18 Archived from the original on 2016 08 20 Retrieved 2018 07 31 Don t Put It In Your Mouth Full Version 1993 YouTube 2007 06 23 Archived from the original on 2011 06 03 Retrieved 2018 07 21 Lungo Filaccio YouTube Concerned Children s Advertisers monkey with the Olympics Marketing Magazine 2010 03 01 Retrieved 2011 08 17 External links editCCK eee ca the official website Long Live Kids CCA Retrieved from https en wikipedia org w index php title Companies Committed to Kids amp oldid 1214943277, wikipedia, wiki, book, books, library,
