Times Have Changed, But Parenting Hasn't

Common Sense Media launches “Power to the Parent,” a national awareness campaign about the impact of media and technology on kids; Comcast, Cox Communications, DIRECTV, NBC Universal, and Time Warner Cable donate more than $40 million in airtime
For immediate release
Tuesday, September 7, 2010

SAN FRANCISCO – Common Sense Media, the independent nonprofit dedicated to improving the lives of kids and families in a world of media and technology, today launched “Power to the Parent,” a national TV and online public awareness campaign designed to educate parents about the impact that media has on our kids’ lives and the vital role that parents play. The campaign is supported by a $40 million TV ad campaign, as well as online banner ads, a microsite, and a social media component.

“The media and technology world has changed drastically in the last 10 years. Today, kids are spending more than seven hours each day with media, and it truly has become the other parent in our kids’ lives,” said James Steyer, CEO and founder of Common Sense Media. “But though the world has changed, parenting hasn’t, and that’s the goal of this campaign – to urge parents to become fully engaged participants in their kids’ media lives and ensure that they remain a primary influence in how their kids grow and develop and help them make smart, safe media choices both today and in their future.”

The $40 million campaign consists of three parent-focused TV spots created and produced by Common Sense Media and directed by award-winning director Brian O’Neill. The three spots are titled “Role Models,” “Stadium,” and “Time Spent.” The spots will air during multiple time slots over the course of the next year, beginning on Aug. 30. Comcast (CMCSK), Cox Communications (COX), DIRECTV (DTV), NBC Universal (GE), and Time Warner Cable (TWX) have each stepped up to support the TV advertising component of the campaign.

In addition to the TV spots, the campaign has a robust online presence through a microsite and banner advertising developed by Swirl Integrated Marketing. The online campaign is supported by Common Sense Media partners Yahoo!, Facebook, GreatSchools, and Hulu, who will connect their users to the campaign microsite through banner ads, links, and other content.

Beyond the advertising and online components, the national brand awareness effort includes other educational and policy-driven initiatives that have already begun and will continue to roll out through the end of the year and into 2011, including:

  • July 2010: “Cyberbullying: Damage in a Digital Age,” a white paper on the effects of cyberbullying and suggestions for parents, educators, policymakers, and industry professionals.
  • Aug. 30-31, 2010: Official launch of all materials for grades 6-8 in our K-12 digital literacy and citizenship curriculum, “Digital Citizenship in a Connected Culture.”

For more information about “Power to the Parent,” as well as to view the TV spots, visit https://www.commonsensemedia.org/.

About Common Sense Media
Common Sense Media is dedicated to improving the lives of kids and families by providing the trustworthy information, education, and independent voice they need to thrive in a world of media and technology. We exist because our kids are growing up in a culture that profoundly impacts their physical, social, and emotional well-being. We provide families with the advice and media reviews they need in order to make the best choices for their children. Through our education programs and policy efforts, Common Sense Media empowers parents, educators, and young people to become knowledgeable and responsible digital citizens. For more information, go to: https://www.commonsensemedia.org/.

Press Contacts:    
Marisa Connolly
(415) 553-6703
mconnolly@commonsensemedia.org