Award for fair advertising with children enters second year

 
For the second time, an award for exemplary advertising with children will be presented on Advertising Day on April 25. The initiators are the children's charity Terre des hommes and Schweizer Werbung. One advertisement and one TV spot will be honored "in which children are portrayed as independent personalities and taken seriously without denying their childishness", as the press release states. The reason for the "Child guardian 08" award is the fact that children are popular protagonists in advertising, but require special protection. According to the organizers, it is important to them that children are protected in commercial communication and not discriminated against or portrayed in an unworthy manner or even instrumentalized.
The award-winning agencies and advertising clients receive a symbolic prize, with the prize money going towards Terre des hommes' child protection projects in Switzerland. The patronage committee is chaired by APG CEO Christian Kauter. The jury consists of several personalities from advertising and communication as well as a 16-year-old and an 11-year-old. Around 300 subjects were assessed.