Project
Campaign to educate parents on the woes of television and their children.
Prepared by:
MaryAnn Wright
Travis Gerrard
Approved by:
Too Much TV
Overview
Parents don’t know all of the facts about what allowing their children to watch on TV will do to their development as they grow. We want to show them what the TV really does.
The Objective
To lessen the amount of television that children 0-4yo watch by showing parents the facts they may not know about how television affects their growing children.
Target Audience
20-30 year old parents with children 0-4 years old.
They are being told by corporations and media that educational television and clean television is actually good for their children.
Important Thing to Include
Television permanently changes the way that neural pathways develop in children, and these pathways stop developing around the age of three.
Reasons to Act or Believe
Will affect future behaviors in children
Affect child development
Be even better parents
Mandatory Elements
Cite sources
Wednesday, June 10, 2009
Tuesday, June 9, 2009
What's changed
We've narrowed down our target audience, which will make presenting content easier. We've also changed our approach. Instead of challenging the parents, we're going with a more relaxed approach by letting the parents decide. This is, in our eyes, going to make the parents more open to hearing what's being said and prompt them to consider our message further.
Creative (so far)
Project
Campaign to educate parents on the woes of television and their children.
Prepared by:
MaryAnn Wright
Travis Gerrard
Approved by:
Too Much TV
Overview
Parents don’t know what allowing their children to watch TV will do to their development as they grow. We want to show them what the TV really does.
The Objective
To lessen the amount of television that children 0-4yo watch by showing parents the consequences television will have on their children.
Target Audience
20-30 year old parents with children 0-4 years old.
They are being told by corporations and media that educational television and clean television is good for their children.
Important Thing to Include
No matter the program, educational or not, television will delay development in infants and toddlers.
Reasons to Act or Believe
Will affect future behaviors
Affect child development
Be even better parents
Mandatory Elements
Cite sources
Campaign to educate parents on the woes of television and their children.
Prepared by:
MaryAnn Wright
Travis Gerrard
Approved by:
Too Much TV
Overview
Parents don’t know what allowing their children to watch TV will do to their development as they grow. We want to show them what the TV really does.
The Objective
To lessen the amount of television that children 0-4yo watch by showing parents the consequences television will have on their children.
Target Audience
20-30 year old parents with children 0-4 years old.
They are being told by corporations and media that educational television and clean television is good for their children.
Important Thing to Include
No matter the program, educational or not, television will delay development in infants and toddlers.
Reasons to Act or Believe
Will affect future behaviors
Affect child development
Be even better parents
Mandatory Elements
Cite sources
2000 words (again)
He was the most beautiful thing she’d ever seen. His weight was so slight, yet so substantial. He had beautiful blue eyes and the cutest chubby cheeks. He was looking around with his huge eyes, seeing things for the first time ever. It was his cries that made it hit home: they’d made this little person. All those months working up to this moment. The yelling, screaming, eating, crying, laughing. It was all worth it, just for this one moment. He was weighed in at seven pounds, three ounces, and had no obvious defects. A perfect baby boy.
The months before were full of worry and uncertainty. They did their best to prepare for their baby, but had no idea if they were on the right track, and often questioned their actions and choices. Their main concern was if they would be good parents. Both were children of unhappy marriages, and so they had no idea where to begin. They read books, made connections with other parents, and learned what they could. All this to ensure that the past wasn’t repeated.
But, as she held their son, she forgot those worries. She loved him so much, she had no doubt that they’d be better parents. They’d learn as they went, and she knew they had what it would take. She felt as though her entire life was training her for this moment, and she didn’t plan on messing it up.
When her husband held their son for the first time, his heart stopped when he consciously realized that this was his son. His son. A beautiful boy. He’d do all he could to make sure that this beautiful boy grew up to be a strong and good man, and he’d make sure that his son had the best that they could provide.
–––
As the weeks passed, the feeling slowly receded and leveled off at a point where it was still there, but was more down-to-earth. They were exhausted, but still excited to be parents (although they occasionally forgot that bit). They slowly began to get into a routine and grow used to being called parents.
As the days past, they could only wait for their son to start sleeping through the night, and hope he wasn’t one of those babies who took six months to start sleeping five hours straight.
–––
A few weeks later, a friend recommended that they look into educational DVDs for when their new son gets older. It sounded like a good idea to them, so they started doing some research. They saw what the DVDs had to offer and liked what they were seeing. Parents raved about how they occupied and educated their children. They saw nothing to make them think the DVDs might be harmful, and so they began researching specific brands and DVDs
They’d both agreed to wait until later to get the DVDs, deciding that there was no rush or money. They did, however, decide on a brand to start off with. Baby Einstein was highly recommended and even had a developmental expert give her two cents on their website, so they were sold on the product.
–––
As their son got older, they started getting more sleep. He was also extremely interested in the TV. He liked watching the pictures and hearing some of the funny noises it made, but they were concerned about letting him watch any shows on basic cable. They both agreed to keep the TV off around him, as difficult as that proved to be.
As a happy compromise, they decided it might be a good time to invest in those DVDs. He’d get to look at the pictures and hear the sounds while still being sheltered, and even learning. They’d be able to direct their focus elsewhere while he was occupied and they wouldn’t have to worry every passing second. To them, it was a win-win situation.
It turned out exactly as they’d hoped: he enjoyed the DVDs they’d bought for him, and they had a little extra time a day to simply rest. They made sure he didn’t spend too much time watching the DVDs, but still allotted enough time to give an appreciable break in their day.
–––
The routine went on until he was 15 months old. They started to grow worried over their son’s development as they realized he wasn’t communicating, even non-verbally, as much as they would have expected. Even with that concern, they decided to wait to get a specialist involved. Many children held off speaking until they turned two, so it was probably that he was simply slower than others.
Their idea of waiting was cut short in a slightly unexpected way. While browsing a website one day, the mom was redirected to a full-page online advertisement that quickly caught her attention. It wasn’t advertising any product or marketing a name. Instead, it was selling an idea, and it quickly drew her in. The advertisement factually stated the results of several studies regarding children and television, focusing heavily on infants and toddlers.
What really concerned her was the line saying that educational television has little benefit for anyone under the age of two, and that television in general hindered brain activity, no matter how interactive it may be.
Suddenly, she wasn’t so sure about Baby Einstein.
Being concerned and wanting to know more, she followed the link in the advertisement and ended up on a blog. The very first thing was a video stating further information using visual and audio content. The blog listed all the recent studies and evidence of the effects of television on children, and offered alternatives to using TV as an outlet and teacher. It was presented in a very simple format, with easy to understand language.
Instead of imploring parents to stop showing their children TV programs, it laid out the facts, cited the sources, and let the parents decide for themselves.
She did further research, fearing bias from the site, and found the information to be accurate. She decided that it would be better for their son to learn from his parents and others instead of leaving him to the television.
–––
When her husband returned from work that night, she showed him the website. He wasn’t quite sold on the idea, so he told her he’d think about it.
As time passed, he did more and more research, and eventually admitted that his wife was right. They decided to give their son’s DVDs to the Salvation Army and teach him without the help of the TV.
–––
Their son said his first words... and sentence... and paragraph at 25 months. And then he just wouldn’t shut up. At the very least, there were no more fears of birth defects or hindering his growth. They took comfort in this, even if they never got another moment’s silence.
When he was three years old, he got a baby sister. This time, they kept away from the DVDs and decided to teach her through interaction and let her learn from her toys.
Through hard work, they kept their children from spending large amounts of time in front of the television. They didn’t repeat their parents’ mistakes and kept involved in their children’s lives, and their children turned out to be everything they’d hoped for. Good, honest, and intelligent people.
The months before were full of worry and uncertainty. They did their best to prepare for their baby, but had no idea if they were on the right track, and often questioned their actions and choices. Their main concern was if they would be good parents. Both were children of unhappy marriages, and so they had no idea where to begin. They read books, made connections with other parents, and learned what they could. All this to ensure that the past wasn’t repeated.
But, as she held their son, she forgot those worries. She loved him so much, she had no doubt that they’d be better parents. They’d learn as they went, and she knew they had what it would take. She felt as though her entire life was training her for this moment, and she didn’t plan on messing it up.
When her husband held their son for the first time, his heart stopped when he consciously realized that this was his son. His son. A beautiful boy. He’d do all he could to make sure that this beautiful boy grew up to be a strong and good man, and he’d make sure that his son had the best that they could provide.
–––
As the weeks passed, the feeling slowly receded and leveled off at a point where it was still there, but was more down-to-earth. They were exhausted, but still excited to be parents (although they occasionally forgot that bit). They slowly began to get into a routine and grow used to being called parents.
As the days past, they could only wait for their son to start sleeping through the night, and hope he wasn’t one of those babies who took six months to start sleeping five hours straight.
–––
A few weeks later, a friend recommended that they look into educational DVDs for when their new son gets older. It sounded like a good idea to them, so they started doing some research. They saw what the DVDs had to offer and liked what they were seeing. Parents raved about how they occupied and educated their children. They saw nothing to make them think the DVDs might be harmful, and so they began researching specific brands and DVDs
They’d both agreed to wait until later to get the DVDs, deciding that there was no rush or money. They did, however, decide on a brand to start off with. Baby Einstein was highly recommended and even had a developmental expert give her two cents on their website, so they were sold on the product.
–––
As their son got older, they started getting more sleep. He was also extremely interested in the TV. He liked watching the pictures and hearing some of the funny noises it made, but they were concerned about letting him watch any shows on basic cable. They both agreed to keep the TV off around him, as difficult as that proved to be.
As a happy compromise, they decided it might be a good time to invest in those DVDs. He’d get to look at the pictures and hear the sounds while still being sheltered, and even learning. They’d be able to direct their focus elsewhere while he was occupied and they wouldn’t have to worry every passing second. To them, it was a win-win situation.
It turned out exactly as they’d hoped: he enjoyed the DVDs they’d bought for him, and they had a little extra time a day to simply rest. They made sure he didn’t spend too much time watching the DVDs, but still allotted enough time to give an appreciable break in their day.
–––
The routine went on until he was 15 months old. They started to grow worried over their son’s development as they realized he wasn’t communicating, even non-verbally, as much as they would have expected. Even with that concern, they decided to wait to get a specialist involved. Many children held off speaking until they turned two, so it was probably that he was simply slower than others.
Their idea of waiting was cut short in a slightly unexpected way. While browsing a website one day, the mom was redirected to a full-page online advertisement that quickly caught her attention. It wasn’t advertising any product or marketing a name. Instead, it was selling an idea, and it quickly drew her in. The advertisement factually stated the results of several studies regarding children and television, focusing heavily on infants and toddlers.
What really concerned her was the line saying that educational television has little benefit for anyone under the age of two, and that television in general hindered brain activity, no matter how interactive it may be.
Suddenly, she wasn’t so sure about Baby Einstein.
Being concerned and wanting to know more, she followed the link in the advertisement and ended up on a blog. The very first thing was a video stating further information using visual and audio content. The blog listed all the recent studies and evidence of the effects of television on children, and offered alternatives to using TV as an outlet and teacher. It was presented in a very simple format, with easy to understand language.
Instead of imploring parents to stop showing their children TV programs, it laid out the facts, cited the sources, and let the parents decide for themselves.
She did further research, fearing bias from the site, and found the information to be accurate. She decided that it would be better for their son to learn from his parents and others instead of leaving him to the television.
–––
When her husband returned from work that night, she showed him the website. He wasn’t quite sold on the idea, so he told her he’d think about it.
As time passed, he did more and more research, and eventually admitted that his wife was right. They decided to give their son’s DVDs to the Salvation Army and teach him without the help of the TV.
–––
Their son said his first words... and sentence... and paragraph at 25 months. And then he just wouldn’t shut up. At the very least, there were no more fears of birth defects or hindering his growth. They took comfort in this, even if they never got another moment’s silence.
When he was three years old, he got a baby sister. This time, they kept away from the DVDs and decided to teach her through interaction and let her learn from her toys.
Through hard work, they kept their children from spending large amounts of time in front of the television. They didn’t repeat their parents’ mistakes and kept involved in their children’s lives, and their children turned out to be everything they’d hoped for. Good, honest, and intelligent people.
Challenge Question and Target
How do we gently educate parents on the effects that television has on their infant(s)/toddler(s) to reduce how much TV these children are exposed to?
Target: 20-30 year old parents with children 0-4 years old.
Target: 20-30 year old parents with children 0-4 years old.
Client Brief v2
Project Title: Too Much TV
Project Type: Public Service Announcement
June 1st, 2009
Agency Team
MaryAnn Wright
Travis Gerrard
WHERE ARE WE NOW?
Current Situation: Parents are unaware of the harmful effects that television programs designed for infants and toddlers may have on them.
WHERE DO WE WANT TO BE?
To ... Parents should understand what the TV does, and, because of that understanding, avoid allowing infants to watch any television, and heavily limit the television that toddlers are allowed to watch.
HOW WILL WE KNOW WE'VE ARRIVED?
Measurement of: How many viewers there are for children's shows.
WHAT ARE WE DOING TO GET THERE?
Marketing Strategy
We plan to achieve our objective(s) by: Informing parents of why infants and toddlers should not watch TV.
Campaign Strategy
Key Messages: Delays verbal development, hinders creation and stimulation of neural pathways, reduces familial interaction
Key Media: Web based media.
WHO DO WE NEED TO TALK TO?
Definition of target group: 20-30yo parents of children ages 0-4.
Insights into this target group: Too busy to dedicate time to learning about this without a proper hook.
PRACTICALITIES AND APPROVALS
Budgets: N/A
Timings: Pitch June 10th
Project Type: Public Service Announcement
June 1st, 2009
Agency Team
MaryAnn Wright
Travis Gerrard
WHERE ARE WE NOW?
Current Situation: Parents are unaware of the harmful effects that television programs designed for infants and toddlers may have on them.
WHERE DO WE WANT TO BE?
To ... Parents should understand what the TV does, and, because of that understanding, avoid allowing infants to watch any television, and heavily limit the television that toddlers are allowed to watch.
HOW WILL WE KNOW WE'VE ARRIVED?
Measurement of: How many viewers there are for children's shows.
WHAT ARE WE DOING TO GET THERE?
Marketing Strategy
We plan to achieve our objective(s) by: Informing parents of why infants and toddlers should not watch TV.
Campaign Strategy
Key Messages: Delays verbal development, hinders creation and stimulation of neural pathways, reduces familial interaction
Key Media: Web based media.
WHO DO WE NEED TO TALK TO?
Definition of target group: 20-30yo parents of children ages 0-4.
Insights into this target group: Too busy to dedicate time to learning about this without a proper hook.
PRACTICALITIES AND APPROVALS
Budgets: N/A
Timings: Pitch June 10th
*NEW* 180-90-10
Focused in on the target audience.
---
Development is stunted when Infants and toddlers watch television on a regular basis. This is a critical stage of development and requires neural activity to create more pathways. Television, no matter the show, will hinder this development.
Even when watching as a family, this occurs. The only way to prevent it is to continue interacting while the television is playing. Children hear less words from their parents, which is linked to the children learning to speak later than average. Even though they hear it on the TV, they’re still not picking up on the meanings or responding to their surroundings.
Studies have shown that even though a program may be designed for children, it is no substitute for real world interaction. Programs designed for infants have no educational or developmental value what so ever. In fact, children under two who watch television are being held back.
Every hour an infant watches television, it’s estimated that they learn six to eight fewer words than infants who spent that time interacting with real people.
Since 30% of Americans report having the television always on, even when no one is watching, we can safely say that a considerable amount of children are receiving an unhealthy dose of television, whether unintentional or not.
---
When infants and toddlers what television, their development is stunted. Neural pathways are inactive, and new ones are not being created as they should be. It doesn’t matter how interactive the show, the brain is still inactive.
Parents are also less likely to interact with their children while watching the television, and the children are less likely to vocalize anything. This causes measurable delays in language development.
Even programs designed for children are detrimental to their development. Studies show that children under the age of two receive no benefit from watching any television, and are instead being delayed developmentally by it.
---
Know what the TV does to children and make informed decisions. (re-rewritten)
---
Development is stunted when Infants and toddlers watch television on a regular basis. This is a critical stage of development and requires neural activity to create more pathways. Television, no matter the show, will hinder this development.
Even when watching as a family, this occurs. The only way to prevent it is to continue interacting while the television is playing. Children hear less words from their parents, which is linked to the children learning to speak later than average. Even though they hear it on the TV, they’re still not picking up on the meanings or responding to their surroundings.
Studies have shown that even though a program may be designed for children, it is no substitute for real world interaction. Programs designed for infants have no educational or developmental value what so ever. In fact, children under two who watch television are being held back.
Every hour an infant watches television, it’s estimated that they learn six to eight fewer words than infants who spent that time interacting with real people.
Since 30% of Americans report having the television always on, even when no one is watching, we can safely say that a considerable amount of children are receiving an unhealthy dose of television, whether unintentional or not.
---
When infants and toddlers what television, their development is stunted. Neural pathways are inactive, and new ones are not being created as they should be. It doesn’t matter how interactive the show, the brain is still inactive.
Parents are also less likely to interact with their children while watching the television, and the children are less likely to vocalize anything. This causes measurable delays in language development.
Even programs designed for children are detrimental to their development. Studies show that children under the age of two receive no benefit from watching any television, and are instead being delayed developmentally by it.
---
Know what the TV does to children and make informed decisions. (re-rewritten)
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