The Child Guardian Prize for child protection in Switzerland
Children play the main role in many publicity campaigns. Let's have a closer look at this: how are these children shown? What message is being put over?
It matters to Terre des hommes - child relief, as it does to Swiss Advertising SA and the Fédération romande de publicité et de communication FRP that children get protection when they are an integral part of a commercial communication, and that their appearance should be neither discriminatory nor unseemly, nor even excessively significant.
Below you will find further details about our selection criteria, the patronage committee, our partners, and the winners 2009. Would you like more information? Please contact us by e-mail childguardian@tdh.ch or phone 058 611 07 12.
The "Prize for advertisements respecting child interests" will be a new award, in a larger framework.
The conditions for presentation of an advertising subject are as follows:
| • | The subject to be judged should show children. | ||
| • | Prizes are awarded only to advertising subjects in the categories "TV commercial" and "Press" (adverts and posters). These must have been published in Switzerland during 2009. | ||
| • | On presentation, it must be stated during which period and in which media the adverts appeared. | ||
| • | Presentation of the work in electronic form to: Subject:
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| • | Deadline for admission: 29.01.2010 |
The selection criteria below will serve the jury as a basis for evaluation.
Child Guardian 2010: Prize awards on 7th May 2010
On May 7, 2010, Publicity Day, we will again be singling out an agency and an advertiser in the categories "Press" (advertisements and posters) and "TV commercials", all of whom meet our selection criteria. Although the winner receives only a symbolic sum, the value of the prize will, hopefully, directly finance measures for child protection in Switzerland. A specialist jury will have previously selected the winners from among the past year's publicity makers and announce the winners. The prize is given exclusively for individual subjects and not for the whole campaign.
Do you want to support the Child Guardian Prize and promote child protection initiatives in Switzerland?
Send an e-mail to: childguardian@tdh.ch or contact 058 611 07 12.
Our selection criteria
Terre des hommes - child relief, distances itself from the radical position according to which any child representation in publicity is equivalent to exploitation. However, we do want to launch discussions regarding the image and role of children in publicity.
The Child Guardian Prize singles out publicity campaigns in which children are shown with their own personalities and are taken seriously, without denying their own identities.
Child protection
Children have a right to special protection. In advertising, this includes in particular:
| • | Protection against all forms of exploitation: no disparaging or ambiguous representation: |
| • | Protection against discrimination; |
| • | Neither to minimize violence nor to encourage it; |
| • | Not to design any publicity which might encourage children to dangerous or unhealthy conduct; |
| • | Not to exploit children's inexperience and credibility, nor to abuse their confidence. In no case should children be made to feel inferior because they do not possess a certain product. |
Children are separate, whole personalities
The UN Convention for Child Rights defines children as human being with rights and obligations. According to their age and maturity, children should be taken seriously and listened to.
This means:
| • | Not to give the impression that children are passive creatures, not objects. Avoid all contemptuous sentiments. |
| • | The child should be able to let it be heard that he/she is strong, that he/she can say no. |
Role model
Children and youngsters appearing in advertisements serve in a role model function for their contemporaries. The great majority cannot identify with the perfect models (pretty, slender girls and sturdily built adolescent boys).
Responsibility for companies
Our firm respects child rights. This means that we do not tolerate child labour or exploitation.
The patronage committee for Child Guardian
The patronage committee approves the selection of Child Guardian and fully supports us. To date we can count on the following personalities:
| President Christian Kauter Vice President Chrstian Hafner | CEO of Advertising Agency Associate of Wegelin & Co. | www.apgsga.ch www.wegelin.ch |
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| Franziska von Weissenfluh Benjamin Jordi Jürg Peritz Erich J. Fust Stephan Schneider Arthur Bolliger Joanna Hafenmeyer Dina Batzill Herbert Bolliger Lilo Waterma aSR Carlo Schmid-Sutter Urs Berger Armin Walpen Olivier Pagan | Berner Zeitung AG BKW FMB Energie AG Coop John Lay Electronics AG Karton Deisswil AG Maerki Baumann & Co AG Microsoft Schweiz GmbH Miele AG Migros-Genossenschafts-Bund RENO Schuh AG Swiss Advertising (SA) Schweizerische Mobiliar Holding AG SRG SSR idée suisse Zoo Basel | www.bernerzeitung.ch www.bkw-fmb.ch www.coop.ch www.johnlay.ch www.mm-karton.com www.mbczh.ch www.microsoft.ch www.miele.ch www.migros.ch www.my-reno.com www.sw-ps.ch www.mobi.ch www.srg-ssr.ch www.zoobasel.ch |
Our partners
| Swiss Advertising (SA), Zurich ZMS/PMA Medienbeobachtung AG, Aettenschwil Fédération romande de publicité et de communication FRP | www.sw-ps.ch/d www.zms.ch | www.adtoday.ch www.frpub.ch |
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The winners - Advertising awards 2009
Zoo Basel “Very close to the animal”
(created by cR Werbeagentur AG, Basel)
On the poster of the Basel Zoo “Very close to the animal”, a girl imitates a fish with a grimace.
Especially the adolescent members of the jury liked the expression of her face.
“Funny, pretty and original, this advertising recalls that the kids enjoy miming animals.
This is reflected in the glance of the children,” summarized the jury.
Download the poster "Zoo of Basel" in high resolution
TV:
Miele “Tricycle in the dishwasher”
(created in Denmark)
You see a cheeky small boy with a sympathetic wink and a sense of business. For money he washes his pals' tricycles - in his parents' dishwasher. The jury praised the originality of the TV- commercial, which makes you laugh and shows, too, how even the youngest can have creative business ideas.
See the TV-Spot (in German 3.18 Mo)
The 2009 jury
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