The board of directors of Concerned Children’s Advertisers (CCA) has appointed Bev Deeth as executive director, effective Jan. 1.

Deeth joined CCA as the vice-president of communications and stakeholder relations last January. As the executive director, she will be responsible for general business operations, strategic planning and stakeholder relations. She will also spearhead phase three of CCA’s “Long Live Kids” program.

Though the campaign is still in the research stage, Deeth said the organization would utilize its pro bono airtime from broadcast partners including CTV and Canwest. An agency partner has yet to be named.

Deeth said that media literacy, as it relates to childhood obesity, is an important strategy that has been highlighted by the World Health Organization (WHO) and the Institute of Medicine (IOM).

“The reality is we live in a media saturated world, so it’s important to teach children how to navigate the world of media, especially the world of Internet, in making appropriate choices,” she said.

Prior to the CCA, Deeth worked as the executive director of the Raptors Foundation and director of community development at Maple Leaf Sports.

“We are extremely pleased that Bev will lead CCA going forward,” said Craig Hutchison, senior vice-president, marketing, Loblaw Companies Ltd. and chairman of the CCA board. “Over the last year, she has been a tremendous addition to CCA, leading intersectoral collaboration, championing stakeholder relations and building a strong team.”