For the first time, those dogged crusaders at the Campaign for a Commercial-Free Childhood have singled out an online activist for their Fred Rogers Integrity Award.
The organization has chosen Annie Leonard, creator and host of the online animated film "The Story of Stuff,'' as the fourth winner of the award, named after the late host of "Mister Rogers' Neighborhood.'' It will be presented to Leonard next Thursday at Wheelock College.
(The previous winners of the award were Senator Tom Harkin, children's entertainer Raffi Cavoukian, and Morgan Spurlock, star and director of the 2004 documentary "Super Size Me'' ).
"With humor and charm, 'The Story of Stuff' challenges the primary message of marketing - that the things we buy will make us happy, and that who we are is what we own,'' CCFC director Susan Linn said in a statement. "By exploring the creation and disposal of consumer goods, Annie Leonard invites young people to examine and change their own relationship with what - and how much - they buy.''