Cybersecurity News South Africa

Kids campaign combines research with social awareness

For the past seven months, Kellogg's have been running a unique children's campaign, the Star In You Kids Choice Awards. Children were asked to vote for their favourites in a number of categories, e.g.: books, films, pop groups, clothing brands, and sport stars.

Extensive research amongst 7-13 year olds, resulted in the compilation of 200 nominees in more than 23 categories. Included, were categories such as Star Principal, Star Teacher, Star Mom and Star Dad to encourage respect for these key players in children's lives. The Lifetime Achievement Award category made children think about those who have made a significant contribution towards the development of South Africa, whilst the Wish for South Africa category allowed kids to voice their hopes for the country.

"The campaign was aligned to the Star In You schools programme, which encourages children to develop life skills through the discovery of their own unique qualities, whilst identifying the good qualities in others," explains Karolien Dreyer of Hot Dogz. "The programme offers educators the tools to nurture and develop children's emotional intelligence, physical wellbeing and their socio-environmental awareness."

This was the first promotion of its type in South Africa and the schools' roadshow made contact with 500 000 children. Thousands of kids voted on the KTV competition hotline and KTV confirms that the response from advertisers was also overwhelming.The Star In You campaign is now set to culminate in a children's-style 'Oscar Award Ceremony' on 30 November 2002, at the Sandton Convention Centre. The nominees with the highest scores in each category will be receiving an award.

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