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Contributors
Barbara F. Meltz writes the Globe's Child Caring column. She is author of "Put Yourself in Their Shoes, Understanding How Your Children See the World," and a frequent speaker to parent groups. Join her chat on the first and third Monday of the month at noon.
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« "Shrek" is one popular dude | Main | Consumer alerts » Thursday, May 17, 2007"Shrek" PSAs off the air, but only temporarilyFor a short period of time during the next few weeks, it may actually look like the Campaign for Commercial-free Childhood's efforts to get the US Department of Health and Human Services to dump Shrek (see below) has succeeded. Think again. Bill Hall, HHS spokesman, said in a phone interview this morning that the anti-obesity public service announcements will desist for about six weeks, now that the movie is out, to "avoid the appearance that HHS is endorsing or promoting the movie." Once the hype dies down, the PSAs, produced in conjunction with the Ad Council, will air again. HHS does not see the dual roles of Shrek et al as confusing to kids. "Shrek is an over-weight character who doesn't exercise and eats lots of treats," says Hall. "With our campaign, Shrek is conveying the notion: 'I am adopting a healthier lifestyle by adding physical activity to it.' Given Shrek's huge recognition level among kids, that's a powerful message." "If we were to pull the Shrek campagin," Hall adds, "all we would be left with is Shrek promoting food products and we would lose him promoting physical activity." Hall stresses that the PSA's show Shrek and his companions promoting exercise. "There's nothing about the campaign that relates to diet. HHS promotes a healthy, balanced diet, which does not preclude an occasional treat, even for Shrek." Posted by Barbara Meltz at 02:06 PM
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