Concerned Children’s Advertisers monkey with the Olympics

February 26, 2010  |  Jeromy Lloyd  |  Comments

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With television ad time locked down tight during the Winter Olympics, the industry-funded not-for-profit Concerned Children’s Advertisers [CCA] has seen its latest PSA in rotation on donated time during the Games thanks to some of its member organizations.

The "Media Monkey" spot, created by agency of record Bensimon Byrne, began airing early in February to drive a message of media literacy for kids nine to 12.

CTV, one of the Canadian Olympic Media Consortium networks, worked with fellow CCA member Loblaw Group of Cos. to get the 30-second spot on the air during the Olympics.

"It’s huge exposure," said Bev Deeth, president of CCA. "Not only for Concerned Children’s Advertisers but for media literacy. We’re thrilled."

The PSA is also airing on Canwest and Corus stations until the end of the year. Television and print executions will appear in health clubs and restaurants through a partnership with Zoom Media, and in health care facilities through IDS Canada.

CCA gets approximately $3 million in donated air team each year, according to Deeth.

"Our goal is to remind [kids] to question what’s in front of them and make their own decisions, as well as balancing their passive time with active pursuits. It’s teaching kids to be critical thinkers."

"Media Monkey" is the third phase of CCA’s Long Live Kids program, which launched in 2004 and strives to "encourage children to eat smart, move more and be media-wise."

Paton Publishing created a new web destination at, where the target age group can view the new ad, read about related issues and interact through games and polls.

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