The Concerned Children’s Advertisers (CCA) has appointed Bensimon Byrne as the agency of record for the next phase of the Long Live Kids campaign, set to launch this fall.

“[Bensimon Byrne] has a great reputation of not only working in the youth market specifically, but on social marketing campaigns as well,” said Bev Deeth who joined the CCA as executive director earlier this year.

The third phase of the campaign, which is still in development, will target children, parents and educators, and will focus on media literacy with respect to childhood obesity, said Deeth.

“It’s really important to ensure that our children are able to interpret the media around them and make smart and informed choices,” said Deeth.

Long Live Kids, launched in 2004 in response to concerns about childhood obesity, aims to provide children with tools for healthy eating, active living and improved media literacy to support a balanced lifestyle.

Hope Bagozzi from McDonald’s Restaurants of Canada Ltd. will chair a committee made up of representatives from CCA member companies, that will work with Bensimon Byrne to develop the campaign.

These companies include Loblaw Companies Ltd., Nestlé Canada Inc., Canwest, Weston Bakeries Ltd., and Mattel Canada Inc.

“It’s all based on consensus and collaboration of all our member companies,” said Deeth. “It’s a lengthy process, but what it ensures is that the final product is a powerful one.”

To ensure the campaign has maximum impact, CCA has also partnered with media literacy education experts Media Awareness Network and will form a PR launch committee that will work with Bensimon Byrne’s PR division the Narrative Group.

“We’re thrilled to be working with the CCA on... this awareness campaign,” said Jack Bensimon, president of Bensimon Byrne, in a release. “We understand the importance of educating youth on media literacy and we’re looking forward to working closely with CCA to deliver a smart and integrated campaign that will connect with Canadian youth.”