|
Various booklets and informative pamphlets have been produced and published by the Advertising Association’s Food Advertising Unit. Of particular success has been the ParentPower series: designed to help parents introduce their kids to the commercial world.
Parent Power 1
The first in the series, focusing on raising children in a commercial world was published in 1996. Its aim was to encourage those involved in the day-to-day care of children, principally parents and teachers, to consider the many aspects of raising children in a commercial world. It offers practical advice to the relevant groups on how to address this important issue and enable children/pupils to develop the kind of commercial instincts that are essential in a consumer driven society. Due to its success, a second in the series was published in 1998.
The first ParentPower was sent to 15,000 Parent-Teacher Associations via the National Confederation of Parent-Teacher Associations. Total distribution now exceeds 30,000.
Download ParentPower 1 (pdf)
ParentPower 2
This is a practical guide to children, shopping and advertisements. In putting together this booklet, the FAU conducted face-to-face discussions with parents, children and teachers at metropolitan, rural primary and secondary schools. The research exercise produced anecdotal examples to support and illustrate the major themes of the booklet, lending it an enhanced authority and credibility.
ParentPower2 was also circulated widely, including to LEAs, public libraries and the largest 7,000 primary schools. The booklet was also included as an insert in Home and School Magazine, the magazine of the National Confederation of Parent Teacher Associations, which has a circulation of 35,000.
Download ParentPower 2 (pdf)
For more information, click this link to visit the FAU website.
|
