The Importance of Media Literacy: Helping Children to be

Media and Life Wise

A webinar produced by CCA and Paton Publishing,November 2010

PART ONEIntroduction

What’s Up?

• Introduction

• The Issue

• Media Monkey

• Just For You

23-04-10

“If we teach today as we taught yesterday, we rob our children of tomorrow”

~ John Dewey

New Ideas, New Approaches

Images From Microsoft Clip Art

Webinar

• Online mini workshop

• Three 10 minute sections

• Archived on www.longlivekids.ca/play

• Q&A available

Images From Microsoft Clip Art

What is CCA?

• Unique collaboration

• Over 20 years

• Focus on positive prevention

• Long Live Kids

Concerned Children’s Advertisers

CCA MISSION:• As committed Canadian advertisers, our goal is to be

the credible, caring and authoritative voice of responsible children’s advertising and communications.

CCA MANDATE:1. To contribute to the health and media literacy of

Canadian children through innovative and effective social marketing and education programs.

2. To promote ethics and responsibility in advertising to children.

CCA Members

CCA Partners

Broad Range of Social Issues

CCA Campaigns:

• Substance Abuse Prevention• Child Abuse Prevention• Self-Esteem – Girls & Boys• Bullying• Healthy Active Living• Media Literacy

Let’s take a look…

CCA Demo Reel

CCA PSA’s Are Designed To:

• Draw attention to an issue• Act as a call-to-action• Provide a catalyst for meaningful discussion• Drive viewers to the website for tools

Image From Microsoft Clip Art

What is a Microsite?

• Online vehicle• Kids, educators,

parents• Games, lesson

plans, tips and tools• Many components