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Founded in 1990, Concerned Children's Advertisers (CCA) is a non-profit consortium of 24 Canadian companies who responsibly market and advertise their products and services to children and their families. To view a complete list of CCA member companies, click here. As child-centred advertisers, broadcasters, and agencies, CCA member companies work together to combine responsible marketing to children, with the social responsibility of caring for children.
On the marketing side, industry respect for children may be best articulated by their support and compliance with the Broadcast Code for Advertising to Children and the Canadian Code of Advertising Standards. On the pro-social side, CCA members' commitment is highlighted by the creation of CCA and its goal to create and deliver programs that will benefit the well being of Canadian children.
CCA member companies have a concern for all issues affecting children, as well as a commitment to understanding and developing solutions to the problems facing children in Canada. With over 35 commercials produced to date, CCA messages speak to the issues of substance abuse prevention, child abuse prevention, healthy life coping skills, self-esteem, bullying and media literacy. To view CCA's commercials, visit http://adult.cca-kids.ca/comm/series.htm
To ensure that each message is soundly based and delivered effectively, partnerships have been formed between CCA member companies, the advertising production community, Health Canada, Canadian Heritage and the Department of Justice. By forging alliances with Health Canada, Canadian Heritage and the Department of Justice, CCA has been able to benefit from their expertise, research and knowledge on these all-important and complex issues.
Canadian advertisers, broadcasters, agencies and production houses have, and continue to generously donate their time, talent and production costs to create this compelling series of more than 35 commercials which are 30 seconds, 60 seconds and two minutes in length.
All of CCA's commercials have been designated by the Canadian Radio-television and Telecommunications Commission (CRTC) as Canadian content and appear daily due to the generosity of private broadcasters donating airtime.
Annually, CCA's commercials generate more than 123 million impressions with children aged 2 - 11; plus an additional 32 million impressions to youth aged 12 - 17 and 140 million impressions with youth and adults aged 18 - 49, all of which result in an estimated $4 million worth of donated air time.
Recognizing the role that television plays in the lives of children, Concerned Children's Advertisers remains committed to its goal of creating and broadcasting messages that will contribute to making each child's 'TV time' as meaningful, balanced, entertaining and informative as possible.
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| As young people watch more television and spend more time on the computer, they need to be aware of the constructed meaning that goes on in the creation of everything they see, hear and read. Click here to find out more... |
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| Click here to see behind the scenes of House Hippo, and have your children build their own commercial. |
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| Growing up isn't always easy. Click here for tips to help kids deal with bullying, substance abuse prevention, poor self esteem, negative peer pressure as well as inactivity. |
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