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Media Smart to help parents and teachers understand advertising’s influence on children’s body image

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By Jennifer Faull, Deputy Editor

August 8, 2016 | 2 min read

Media Smart – an industry backed programmes which aims to help young people understand advertising – has launched a new initiative which will delve into how ads can affect self-perception.

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Media Smart advertising awareness

It comes after new research by Credos – advertising’s think tank – found that 53 per cent of secondary school boys say advertising puts pressure on them to look good.

In response, ‘Get Media Smart: Body Image and Advertising’ will be distributed to help parents and teachers talk to children about body image and the influence of advertising. They feature advertising campaigns for Persil, L’Oreal and Aldi in a bid to show the impact advertising can have.

“Using real-life ad campaigns is a great way to spark an open and honest discussion about a subject that can often be difficult to tackle,” said Media Smart chairman and chief executive of McCann Worldgroup UK Mark Lund.

“Media Smart resources have been downloaded over 12,500 times since last summer, and thanks to the support of our brands, agencies and media owners, parents and teachers are being offered top quality materials that make a real difference.”

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