‘The Children’s Audit’ … putting children’s interests at the heart of the brand
We have recently launched 'The Children's Audit' - one day workshops for brand teams working in family and children's markets. The objective of the day is to help clients define what 'responsibility to children / young people' means for their company - so that they can develop their own Children's Charter.
The agenda covers every element of a company's business and reviews how it impacts on children and their families. The workshop is designed for companies who work in children's markets and who want to make a positive contribution to the well-being of the next generation.
Engaging kids (not consuming them)
How should the guardians of children’s brands connect with young consumers? In the more ethical world of today this has become a particularly important question.
The Children’s Society has recently criticized the ‘relentless’ commercialization of children, and books such as Toxic Kids and ‘Consumer Kids’ have fuelled public opposition to the commercial exploitation of the young. Not surprisingly the Government has just responded with a report from the DCSF which will set out the ground rules for marketing to children in the future.
At TOR we don’t believe that it is wrong for the commercial world to engage with children. But we do believe that this is territory that demands great sensitivity and genuine integrity. This means challenging how brands connect with the young, as well as reviewing how much they connect with them.
Yes, we do believe that children need time and space away from the commercial world, as well as a gentle introduction to it.
Agreeing a ‘Children’s Charter’
The Children’s Audit workshop is designed to help brand teams review every element of their business, and particularly to review how they engage with their young consumers.
At the end of the day, the client team is able to define a ‘Children’s Charter’ – a unique statement of responsibility to children and young people that feels right for their business – and that guides in the development of their best practice policies.
But above all, it defines a way of working that puts children’s interests at the heart of the brand.
The Team
Teresa Orange Teresa leads the team. She is an authority on children’s media issues and most recently has contributed to The Good Childhood Inquiry. She was the ‘children’s planner’ at J. Walter Thompson, and founded TOR in 1992. She has written two books on children and media, and founded an online educational company (winning DTI / Millennium Awards). "In her book “The Media Diet for Kids” Teresa Orange called for a balanced approach to children’s media consumption that acknowledges the many learning, recreational and social opportunities offered by the media, as well as the dangers." The Good Childhood Inquiry, The Children’s Society, January 2009 |
 Teresa Orange |
Sheena Horgan Sheena is a PR consultant specialising in children, families and ethics. She founded Eulogy! (London) the top 100 PR agency and recently has been working on a parliamentary taskforce reviewing issues of CSR and childhood. She created the concept of Kids Social Responsibility (KSR) and recently has been advising clients on codes of practice. www.SheenaHorgan.com |
 Sheena Horgan |
Mary Stewart-Hunter Mary was former Head of Planning at Davidson Pearce, Vice Chairman of Lowe Howard-Spink and Head of Insight at OMD, she is a founding partner of FCI360 and a Fellow of the IPA. She has led the field in the area of integrated communication / 360 degrees marketing. |
 Mary Stewart-Hunter |
Louise O’Flynn Louise is a corporate affairs and press relations specialist. She was head of Corporate Affairs at Camelot and currently works as a freelance consultant. She is a writer and was co-author of The Media Diet for Kids. |
 Louise O'Flynn |
Mark Bradley Mark is from Oxygen Marketing – a leading event management company with considerable corporate / government experience, including clients such as the Cabinet Office, COI, Department of Health, Department of Children, Schools and Families, Home Office, London Development Agency, Ofsted, Learning & Skills Council, Department for Work and Pensions, Department for Communities and Local Government, etc. |
 Mark Bradley |
