We know tweens are tech savvy, but are they smart consumers? The Federal Trade Commission wanted to make sure of it.
So the agency asked FleishmanHillard to help develop an initiative that would educate tweens – ages 8 through 12 – about how advertising works, so they can make more informed choices. The centerpiece of the effort was an interactive website called Admongo, which uses a video game approach to engage visitors. Make-believe products closely modeled on real ones, including Choco Crunch’n Good cereal and Cleanology acne medication, are used to help kids think critically about advertising and the commercial world in which they live.