Children reward fair advertising
Reno and Microsoft have received the Child Guardian 07 award. On Advertising Day, Terre des hommes honored the two companies for their exemplary advertising featuring children.
The prize, which was awarded for the first time, was created by the children's charity Terre des hommes and the Swiss Advertising Association. The jury was made up of representatives from advertising, the media and the children's charity, as well as two children. The symbolic prize goes to Reno and Microsoft. The prize money of CHF 20,000 will go towards a child protection project. The jury assessed over 300 commercials and advertisements. It played a role in how the individual commercials portrayed the children, whether they were able to express their opinions or whether they were instrumentalized. The Reno TV commercial "I'll keep them on" shows a boy who reacts in a childishly disrespectful way when his father gives him shoes. According to Terre des hommes, this commercial portrays the child as active and independent. The children on the jury found the commercial particularly funny and the advertising experts praised the dramatization. Microsoft received the Child Guardian for the "Himmelsstürmer" ad, which shows the dreams that children create from everyday objects in an authentic way. The depiction empathizes with the world of children.
However, the jurors often came across campaigns in which children played a cute, passive role. The children on the jury were particularly critical of campaigns that portrayed children as adults.
However, the jurors often came across campaigns in which children played a cute, passive role. The children on the jury were particularly critical of campaigns that portrayed children as adults.
