Times Have Changed, but Parenting Hasn?t: Common Sense Media Launches
?Power to the Parent?
The National Awareness Campaign Educates Parents About the Impact
of Media and Technology on Kids
Comcast, Cox Communications, DIRECTV, NBC Universal, and Time
Warner Cable Donate More Than $40 Million in Airtime
SAN FRANCISCO--(BUSINESS WIRE)--Common Sense Media, the independent nonprofit dedicated to improving the
lives of kids and families in a world of media and technology, today
launched ?Power to the Parent,? a national TV and online public
awareness campaign designed to educate parents about the impact that
media has on our kids? lives and the vital role that parents play. The
campaign is supported by a $40 million TV ad campaign, as well as online
banner ads, a microsite, and a social media component.
?The media and technology world has changed drastically in the last 10
years. Today, kids are spending more than seven hours each day with
media, and it truly has become the other parent in our kids? lives?
?The media and technology world has changed drastically in the last 10
years. Today, kids are spending more than seven hours each day with
media, and it truly has become the other parent in our kids? lives,?
said James Steyer, CEO and founder of Common Sense Media. ?But though
the world has changed, parenting hasn?t, and that?s the goal of this
campaign ? to urge parents to become fully engaged participants in their
kids? media lives and ensure that they remain a primary influence in how
their kids grow and develop and help them make smart, safe media choices
both today and in their future.?
The $40 million campaign consists of three parent-focused TV spots
created and produced by Common Sense Media and directed by award-winning
director Brian O?Neill. The three spots are titled ?Role Models,?
?Stadium,? and ?Time Spent.? The spots will air during multiple time
slots over the course of the next year, beginning on Aug. 30. Comcast,
Cox Communications, DIRECTV, NBC Universal, and Time Warner Cable have
each stepped up to support the TV advertising component of the campaign.
In addition to the TV spots, the campaign has a robust online presence
through a microsite and banner advertising developed by Swirl Integrated
Marketing. The online campaign is supported by Common Sense Media
partners Yahoo!, Facebook, GreatSchools, and Hulu, who will connect
their users to the campaign microsite through banner ads, links, and
other content.
Beyond the advertising and online components, the national brand
awareness effort includes other educational and policy-driven
initiatives that have already begun and will continue to roll out
through the end of the year and into 2011, including:
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July 2010: ?Cyberbullying: Damage in a Digital Age,? a white paper on
the effects of cyberbullying and suggestions for parents, educators,
policymakers, and industry professionals.
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Aug. 30-31, 2010: Official launch of all materials for grades 6-8 in
our K-12 digital literacy and citizenship curriculum, ?Digital
Citizenship in a Connected Culture.?
For more information about ?Power to the Parent,? as well as to view the
TV spots, visit www.commonsense.org.
About Common Sense Media
Common Sense Media is dedicated to improving the lives of kids and
families by providing the trustworthy information, education, and
independent voice they need to thrive in a world of media and
technology. We exist because our kids are growing up in a culture that
profoundly impacts their physical, social, and emotional well-being. We
provide families with the advice and media reviews they need in order to
make the best choices for their children. Through our education programs
and policy efforts, Common Sense Media empowers parents, educators, and
young people to become knowledgeable and responsible digital citizens.
For more information, go to: www.commonsense.org.