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RESPONSIBLE
MARKETING TO
KIDS
Actively involving school children
for socially relevant and
impactful brand campaigns
About Sportz Village
Design
Sportz Village is the India’s first and world’s largest youth sports and sports education organisation that
is on a mission to get 100 million children to play. Established in 2003, Sportz Village’s philosophy is
pillared on improving the health and fitness of children and getting everyone to experience the magic
of sports. Sportz Village has four specialised verticals under its umbrella that cater as sports enabling
platforms through the stages of a kid’s development. Sportz Village designs, develops and executes
sports education programs, grassroot sports programs, professional sports leagues, sport-focused
brand activation and CSR programs in partnerships with schools, colleges, academies, brands,
federations and corporates. Sportz Village has been engaging more than 1 million children and youth
in sport every year covering 16000+ schools across 250+ locations over the past 19 years.
(www.sportzvillage.com)
Contributors
This paper has been produced by team Sportz Village. The authors take responsibility for the contents
and conclusions. Any reference from the industry does not necessarily imply endorsement of the
report's contents or conclusions.
Team Sportz Village
Disclaimer
Authors
Nupur Gupta, Head – LTV Products & Partnerships, Sportz Village
Upma Kanswa Jain, Sr. Manager – Marketing & Communications, Sportz Village
To quote this position paper or any content within, please mention: Responsible Marketing to Kids:
Actively involving school children for socially relevant and impactful brand campaigns by Sportz Village.
Reproduction must be in original form with no adaptions or derivatives.
Parminder Gill, Co-Founder, Sportz Village
Acknowledgements
Contents
03 Sportz Village Point of View 07
3.1 Children are ‘change agents’ and our most valuable resource for real impact
3.2 Children need to be educated in a language that they understand best - PLAY
3.3 Schools are our best bet and safest place to reach all kids in a structured manner
01 Introduction 02
02 Marketing To Children - ‘Not’ a Child’s Play 03
2.1. Issues faced by brands wanting to advertise to kids
2.2. Implications for brand marketers ?
2.3. So, no more marketing to kids? No!
04 Responsible Marketing - Global Case Studies 12
4.1 Colgate
3.4 Sport/Play based Experiential Modules (In-School)
4.2 KinderJoy
05 Conclusion 14
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The big bang marketing shift has already occured - from brands driving consumer demand to, now,
consumers driving brand propositions. As simple as that! It is common to see brands adopt
responsible 4Ps of marketing, either consciously or forcefully. From changing the outer packaging
material - to modifying the composition of products - to creating brand slogans or messaging that
appeal to the collective grey matter and pink heart of the consumer - there is a lot of action. The prefix
of ‘purpose-driven’ with ‘marketing’ ought to sooner become a permanent fix. Consumers, like a norm,
are now actively demanding greater progress on sustainability and social change, and expect
businesses to step up. And it is not enough for brands to ‘talk’ that they are prioritising social outcomes.
93% of India says that they need to see real action on ground!
For brands looking to engage with kids, it is an additional and even more serious responsibility since
advertising and communication to kids is under greater regulatory and public scrutiny. But the good
evidence shows that if brands can co-opt the causes (they care for) with children, they (children) can
become the change agents and provide ample opportunity to build mindshare for their brand. Brands
can aid the young changemakers and delight their parents with a conscious and honest commitment
towards community well-being.
Our paper provides a solution framework that can help brands bridge the gap between promise
and action towards a cause by involving children as their brand evangelists and schools as the
centre of action.
Introduction
1
a. Increasing regulatory pressures
2.1. Issues faced by brands wanting to
advertise to kids
Ÿ India’s primary advertising watchdog,
Advertising Standards Council of India
(ASCI) notes that advertisements should
not undermine the role of parental care and
guidance in ensuring proper food choices.
Additionally, one of the clauses requires
that advertisements addressed to children
shall not contain anything, whether in
illustration or otherwise, which might result
in their physical, mental or moral harm or
which exploits their vulnerability.
Ÿ UNICEF advocates regulating the food and
beverage industry to prevent obesity in
children. According to Unicef, regulating
the marketing of unhealthy foods to
children via traditional media, social media,
and retail points of sale has proven to be
effective in significantly decreasing children
and adolescents’ exposure to unhealthy
food marketing and in stopping companies
from using child-directed appeals, such as
cartoons or celebrities, in food marketing.
b. Peers voluntarily adopting responsible
marketing to kids
Ÿ HUL (Unilever) the world’s biggest
advertiser, has vowed to stop advertising to
children below the age of 12 over concerns
of “childhood obesity, impact of social
media and the vast number of products to
choose from”.
Ÿ Many multinational food and beverage
companies have stopped featuring children
under the age of 12 in their marketing
communication. For instance, the current
campaign for Lay’s chips features brand
ambassadors Alia Bhatt and Ranbir Kapoor.
The ads for Cadbury 5 Star have been
based on a pair of goofy adult brothers
since 2005. Hide & Seek is now endorsed
by Hrithik Roshan.
Ÿ In the past, multinational companies such
as Mondelez, Coca-Cola, PepsiCo, Nestlé,
Ferrero and Unilever, which are members
of the International Food and Beverage
Alliance (IFBA), have voluntarily adopted
responsible advertising guidelines for
children.
c. Heightened consumer awareness
Ÿ The pandemic has heightened global
desire for authenticity and responsibility,
particularly from large organisations and
brands. A Capgemini report finds that
sustainability has risen up the consumer’s
agenda post Covid: 79% of consumers are
changing their purchase preferences based
on social responsibility, sustainability,
inclusiveness, or environmental impact.
Advertising to children is a deeply sensitive issue. Some people think all advertising to children
should be banned. But in today’s media-heavy world, this is neither practical nor desirable. So
what are the key concerns?
Marketing To Children -
‘Not’ a Child’s Play
2
The pandemic has
heightened global desire
for authenticity and
responsibility, particularly
from large organisations
and brands.
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Ÿ Various social media influencers in the
areas of physical and mental health, fitness,
environment play a huge role in driving key
decisions including daily consumption.
Not only new channels of communication,
brands will have to shift to a consumer-
centric communication strategy rather
than product-centric one. Given the high
fat, sugar and sodium contents, marketing
the product attributes like taste will be a
no-no. Brands will have to take alternate
routes of ‘honest’ ‘good-for-kids’ brand
messaging.
b. Product-centric to Consumer-centric
Communication
2.2. Implications for brand marketers ?
a. Alternatives to Traditional Advertising
53% of consumers have switched to lesser
known brands because they were
sustainable. On the other hand, consumers
are equally aware of brands ‘greenwashing’
and not investing entirely in the principles
they profess to stand for.
Ÿ Access to information and dissemination of
it at every walk of life, thanks to the advent
of social media, has made consumers
(adults and children alike) confident and
conscious of every purchase. An irate
consumer has all the rights and media to
express discomfort or disgust towards a
brand (product, advertisement, wrong
claims etc)
Brands will be forced to explore alternate
channels of communication to reach kids.
E.g. The promises made by IFBA members
and Unilever not only address targeting
children through television advertising,
but also digital, point-of-sale
communication, licensed characters and
movie tie-ups that appeal to children
under 12. In another recent development,
YouTube has decided to stop targeting
ads on content meant for children.
Smaller / D2C / upcoming brands are
likely to get impacted most in the new
normal. They will find it difficult to find
ways to generate awareness about their
products. Legacy brands that are big in
their categories will continue to grow with
word-of-mouth owing to years of brand
and product awareness.
c. New Vs Legacy Brands
d. Adherence to Global Sustainability
Mandate
As a business choice, sustainability is
becoming a smart approach to create
long-term value by actively considering
how the organisation operates in the
ecosystem. A brand that values ethical
sourcing and supply chains, is inclusive,
and follows environment-friendly
processes and materials while staying
viable for its stakeholders is qualified to
be labelled as a sustainable brand. And
extending this top-down sustainability
approach to other key business functions,
including marketing & advertising, can
foster the end consumer trust, including
parents and children alike.
A top-down sustainability
approach to key business
functions, including marketing
& advertising, can foster the end
consumer trust, including
parents and children alike.
The very problem opened up a unique, rather
bigger opportunity for brands to engage with
children. Many brands found a way to still
engage with kids using a brand adopted social
message, commonly referred to as Cause
Marketing. The message aligns with prevailing
social consciousness; and is a chance to make
a positive impact on their health, lifestyle and
overall development. The impact is often
aimed at similarly influencing parents as well.
However, brands using “Cause Marketing”
often run a risk of appearing non authentic if
not deeply committed with concrete actions
on ground.e.g.
2.3. So, no more marketing to kids? No!
Brands are now rightfully exercising caution
over advertising products to kids through
traditional mediums, given the reasons we saw
above.
“It isn't just parents'
responsibility to protect
children, it is the
advertisers' job as well”
- Ian Twinn, Director - Public
Affairs, Incorporated Society of
British Advertisers (ISBA)
WE ARE LIVING IN A DIFFERENT ERA
Traditional Advertising
Brand Message
Communication
Channel
Consumer
Cause Marketing
Brand Adopted
Social Message
Communication
Channel
Consumer
Responsible Marketing
Brand Adopted
Social Message
Playful Experience
Consumer
Status Quo Prevailing Shift New Opportunity
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KFC donated $0.50 for every bucket of chicken
sold to breast cancer research foundation
Susan G. Komen. The campaign did not
measure up so well when it came to positive
PR, for KFC. Why it failed: What does fried
chicken have to do with breast cancer
research? The only link is that eating too much
fried chicken could contribute to obesity, a
primary risk factor for breast cancer. The
incongruity of a partnership between a fast
food chain and a healthcare-focused nonprofit
is simply too glaring to ignore.
An Example of Cause Marketing: KFC's
Buckets for a Cure
Cause Marketing - Not enough?!
Cause Marketing does not fully unlock the opportunity as consumers are getting smarter. They are
able to see through the social wrapper and demand more genuine actions on ground. It goes beyond
television campaigns or generic tips being put out on social media. The real winners will demonstrate
real impact with real people. It demands an integrated approach to marketing with on-
ground/community initiatives.
We call it
“Responsible
Marketing”
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Most children focused programs today are
unable to deliver a high level of child
engagement as they fall into the trap of being
preachy. Children need fun. Children need to
be taught in a language that they understand
best - PLAY. Experiential Sports Marketing
programs that focus on learning through play,
for example, fun-filled activity-based modules,
are bound to have a much deeper and long
lasting impact. They, very carefully, avoid
being preachy. It ensures that children are
then willing participants rather than passive
listeners.
Children are one third of our population; a
generation that is faster, smarter in every
sense. If inspired and empowered, they can
create a positive change in their lives and the
lives of others. Therefore, programs that aim to
drive behaviour change among children can
enable brands to not only engage with them
meaningfully, but also demonstrate real action
on ground.
3.2 Children need to be educated in a
language that they understand best -
PLAY
Integrating the programming in the core
education process in schools can help to
‘engage’ all children in a structured manner –
and not just a few. Schools also offer multiple
other advantages for brands to create playful
experiences vis-a-vis other experiential places
like malls or standalone events. Integration
with the school timetable solves the otherwise
logistical issues of transport, safety etc., which
make out of school events tedious and
expensive. School programs are easily
scalable with repeatability design. They also
ensure a wide reach since turnout is
guaranteed. Being run inside the school also
offers an additional layer of credibility to
parents.
3.3 Schools are our best bet and safest
place to reach all kids in a structured
manner
3.1 Children are 'change agents' and
our most valuable resource for real
impact
What is Experiential Sports Marketing?
ESM, a proprietary marketing framework
developed by Sportz Village, is a type of
experiential activation that involves active
participation by the brand’s TG in sports or play
based programs. By doing so, the brand also
impacts the consumer’s lives in some way,
while achieving brand goals and making long-
lasting brand impressions. ESM is considered a
great tool for brand marketing as well as
driving positive social change – especially in
the youth engagement space and thus used
by powerful brands to launch highly credible
campaigns in areas such as health & fitness,
nutrition, hygiene & safety, sustainability, and
gender equity.
A NICHE WITHIN THE NICHE OF SPORTS
MARKETING WITH THE MAGIC OF
‘EXPERIENCE’ AND AUTHENTICITY OF
‘PURPOSE’
Brands have an opportunity to play a valuable and meaningful role in children's lives. They can
excite, entertain, educate and inform. They can bring colour, fun, laughter and long-term impact.
While traditional advertising has to evolve keeping conscious consumer behaviour at the
epicentre of planning, integrating an action-driven campaign that communicates brand's
commitment to sustainability is what can make brands win. And involvement in sporting or
educational activity is one way brands can take to build lasting relationships with children, and
through them, with parents.
Sportz Village Point of View
3
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Sportz Village has been at the forefront of helping brands with “Responsible Marketing”
using its proprietary Experiential Sports Marketing Framework. Using play/ sports as the
medium to engage or communicate with children, and schools as the go-to-market
channel, we design experiential sports campaigns and activation that help brands
meaningfully engage kids without the guilt of irresponsible marketing.
In-school
Out-of-School
Vs
Credible
Safe
Captive
Audience
Scalable
Inclusive
Long Term
Expensive
Low Turnout
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3.4 Sport/Play based Experiential Modules (In-School)
Here are a few lesson plans to help the reader visualise how children can be taught heavy and sensitive
topics in a fun, playful manner:
a. Climate Change & Biodiversity: Green Medal Initiative
b. Menstrual Education in Sport: Yes to Play, All Days!
Special lesson plans during P.E. Class that convey the message in a fun and playful manner
Ÿ Action: Kids are asked to throw a lot of
balls in a basket/ goalpost.
Ÿ Message: The trainer explains that if we
keep. throwing all our waste in landfills,
they will start overflowing damaging
earth, animals, oceans etc
Ÿ Outcome: The basket overflows.
Ÿ Outcome: The Reject Waste basket has
much less waste, while others can be
recycled.
Ÿ Learning: How majority of the waste can be
recycled if segregation happens at source
Ÿ Action: kids are asked to throw balls with
different stickers like plastic bottle,
toothpaste, food in different labelled baskets.
P.E.
Class
P.E.
Class
Activity 1 Activity 2
Ÿ Action: Kids are asked to take shots at a basket.
Ÿ Outcome: Trainer encourages group to discuss the myth and then offers reality. Activity repeats
Ÿ Whosoever successfully shoots, takes a chit out of a box.
Ÿ Chit contains a menstrual myth e.g. you cannot exercise while you are on period, It's not safe to swim
during your period.
Ÿ Message: Myths are just that - Myths!
Scan Here To
Play The Video
Special lesson plans during P.E. Class that convey
the message in a fun and playful manner
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For more details, refer: Sports-for-WASH-A-School-Level-Training-Kit.pdf
Introduction
How to Play
The glitter hands game is played to train children how to wash their hands properly. Some children only rinse their
hands quickly under water, if they wash at all. But hands should be scrubbed with an antibacterial soap for at least
15 to 20 seconds, as recommended by CDC and UNICEF. Sprinkle glitter on the children's hands and challenge
them off to wash the glitter with soap and water. Because glitter is naturally sticky, it will take up to 30 seconds to
scrub the glitter away.
Materials: Glitters, Soap and Water
C. Health and Hygiene: Glitter Hands
Step1:
Sprinkle the
glitters on the
hands of the
children.
Explain that germs
are like glitters
and will stick to
the hands and are
not easily cleaned
out.
Step 2: Step 3:
Have the children
play the game of
catch and hence
spread the glitters
as germs would
spread.
Step 4:
Have the children
wash their hands
with soap until all
the glitters are
removed. This will
take about 30
seconds.
Step 5:
Indicate that
children should
scrub off germs
like they did the
glitter each time
that they wash
Grades 3-5
Module 1.1
Objective
Concept
Math: Area and Perimeter
Students will measure the area and perimeter
of a polygon by using a square tile and a tape
measure. Students will calculate the
perimeter and area of a polygon by using a
formula and dimension (either measured or
given).
The Measurements of Basketball
(1) 60-minute session
Time
Module 2.1
Objective
Forces in Basketball
Students will conduct a controlled
experiment to determine the change in
motion by measuring the number of bounces
and the height of the first bounce. Students
will predict how gravity/motion will
affect/change the ball if it is dropped at a
higher or lower height.
Science: Motion and Gravity
Concept
(2) 45-minute sessions
Time
d. Cognitive Aptitude: STEM Basketball
For more details, refer: https:/
/stemsports.com/
What's different about Sportz Village programs?
Sport activity based lesson plans
We combine activities and games
to actively engage kids and change
their perceptions and attitudes
towards a cause
Integrated with core school curriculum
We integrate our programming in the
core education process in schools to
help 'engage' all children in a structured
manner - and drive long term change.
Lesson plans are integrated within
the edusports curriculum which has
been running in 1500+ schools
across the country
Low implementation costs
Language of sports is universal. The
lesson plans can be adapted for
different regions
Adaptable to different regions &
settings
Our 'curriculum'-led work harnesses
the power of sports to drive
behaviour change – for causes
such as waste recycling, social/
gender equity, health & hygiene
etc.– waste recycling, menstrual
hygiene. In partnership with brands
that care for these causes, we are
able to integrate it in the core
education process at schools,
thereby ensuring inclusion and high
quality of experience for the
children!
Sportz Village in action:
Here’s a glimpse of our Green Medal Project with
the objective of stimulating behaviour change
among children about waste management and
climate change.
Sports has the power to
inspire. It has the power to
unite people in a way that
little else does. It speaks
to youth in a language
they understand
Scan Here To
Play The Video
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-Nelson Mandela
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Case study structure: 1) Brand's social message, 2)
Curriculum details with outcomes and sample
lesson plan, 3) Impact (numbers) 4) Reading Links
Responsible Marketing
Global Case Studies
4
Colgate committed to improve the health and
wellbeing in communities and promote
lifelong learning opportunities for children and
families. To bring their commitment to life and
bring real impact on ground, Colgate created a
curriculum with inputs from dental and health
professionals to take positive oral health
messages to children. Colgate partnered with
different organizations to deliver the
curriculum to students in schools via the
teachers.The curriculum contained resources
for the educators like Activity Plans, Teachers’
Guide, Storybooks, Activity Posters, Take
Home Assignments and Certificates to make it
easy for them to integrate oral health
education during the school hours. Each
activity was designed to take 15-20 mins.
Through the program, Colgate has been able
to reach and engage a billion children in over
80 countries.
4.1 Colgate
Ÿ Change your toothbrush every 3 months
Brand Message - Oral Hygiene
Ÿ Brush your teeth twice a day with fluoride
toothpaste; after breakfast and before
bedtime
Ÿ Visit your dentist or dental hygienist
regularly to help maintain good oral health
habits
Ÿ Turn off the tap when brushing
Ÿ Limit sugary snacks and drinks to reduce
the risk of cavities
Campaign Name - Bright Smiles, Bright
Futures
Key Learning Outcomes
Meet Starlett- Our New Friend
1. Start with Reading:
Ÿ Action/Verbal Rehearsal: After you have
completed the chart with your class,
have them repeat each step they wrote
Ÿ Children sit in a circle and the first person
starts out holding the loose end of a ball of
yarn.
Ÿ The second child holds onto the thread of
the yarn and rolls the rest of the ball to the
next person, again saying something
positive. This repeats as children hold onto
the yam strand and roll the ball to someone
new. Pretty soon, you will end up with a web
of yarn connecting everyone! (Ensure that
everyone has been chosen at least once so
that nobody is excluded.)
Ÿ As a class, come up with "s ways to be a
good friend and place each idea inside
one of the fingers on the hand
Read the storybook,
Baxter Meets a Visitor
2. Time to Discuss:
After the first read, lead a short discussion with the
class.
Return to pages 2.3, focusing on meeting new
friends and how Starlett was new to the class.
Ÿ Using chart paper draw a large HAND
Ÿ Label the chart: "High-Five For Friendship”
Ÿ For example: You read "Be Kind"; kids
repeat and everyone raises their hands
to give virtual or real high fives. You all
say "Be Kind...High Five For Kindness
Continue this process until you have
read all 5 steps.
3. Our Classroom is Connected:
How to be a good friend
Ÿ Holding onto the loose end, the first child
rolls the ball of yarn to someone else and
says something they like about that person,
or why they are a good friend.
TIP: Be ready with some suggestions for those kids
who have a hard time thinking of a positive comment
for their peer.
Parent Connection: Have students share with
their families 1 or 2 ways they can be a friend or
ways they can welcome new friends into school.
Remind students to focus on "High Five for
Friendship
Reading Links -
'
About Bright Smiles, Bright Futures: Bright Smiles, Bright Futures Teachers Guide:
Sample Activity Plan
4.2 KinderJoy
Brand Message - Whatever the game, let joy win
Ÿ Motor Coordination - Learn complex movements
Kids being the centre of their marketing and sales
efforts, Kinder Joy has taken up the objective to
bring joy to children through moving, encouraging
their natural inclination to be active, move and play.
The program has been designed in association with
the Italian Olympic Committee (CONI). Various
resources like 20 video tutorials, Joy of Moving
MindMovers and ImaginAction handbooks, 80
physical activity games have been created under
the project to help educators take the Joy of Moving
method to kids in schools. Through the project,
Kinder Joy has reached 4.6 million children and their
families in 28 countries around the world.
Ÿ Physical Fitness: Engage in physical activity
Campaign Name - Joy of Moving
Key Learning Outcomes -
Ÿ Cognitive Function & Creativity - Plan, coordinate,
find brilliant solutions
Ÿ Lifeskills: Define goals, think positively,
communicate effectively
Sample Activity Plan
and life skills.
HOW TO PLAY
In groups of 5-10 players, one child at a time has to reach their
teammate (and reconnect with them) by getting past an
obstacle between them (a table) in various ways.
AGE GROUP
This game engages physical fitness, motor coordination,
cognitive functions
7 years +
PLAY A JOY GAME WITH US
One or more tables, a mat, small balls, or foam balls.
AIM OF THE GAME
WHAT YOU NEED
A FRIEND IS A TREASURE
READY TO GET MOVING?
This game is geared towards developing problem-solving
abilities. To facilitate the transfer of this ability from play to other
life contexts, a common scenario is re-enacted (a metaphor
for making a decision in a social situation): there is an obstacle
(in this case, a table) between the child and the friend which
must be overcome in order to reconnect and make peace. The
game stimulates the search for new strategic solutions,
introducing cooperation and defense against interfering actions.
Reading Links: About Kinder Joy of Moving
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Conclusion
Heightened consumer
awareness requires brands to
step up from promise to action
Children are ‘change agents’
and the most valuable resource
for marketers to design
programs with real impact
Programs that focus on
‘learning through play’ are an
opportunity to experientially
engage kids, delight parents
and deliver long-term impact
Schools are a marketer’s
best bet to reach all kids
in a structured manner
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5
The Code for Self-Regulation of Advertising
content in India https:/
/iprmentlaw.com/wp-
content/uploads/2018/03/ASCI-Code.pdf
HUL not to target children under 16 in Ad
campaigns
https:/
/economictimes.indiatimes.com/industr
y/services/advertising/hul-not-to-target-
children-under-16-in-ad-
campaigns/articleshow/91109752.cms?utm_so
urce=contentofinterest&utm_medium=text&ut
m_campaign=cppst
PREVENTION OF OVERWEIGHT AND OBESITY
IN CHILDREN AND ADOLESCENTS UNICEF
Advocacy Strategy and Guidance
https:/
/www.unicef.org/media/92331/file/Adv
ocacy-Guidance-Overweight-Prevention.pdf
5.
https:/
/www.financialexpress.com/brandwago
n/how-brands-are-adopting-responsible-
advertising/1885877/
3.
7.
https:/
/www.marketingweek.com/marketing-
to-kids/
9. https:/
/www.youtube.com/watch?v=7-
TZCUGeqQY&list=PLXhSBENv8BRn1JBr4ldE_p
rTGlpAaOrhr&index=3
4.
6. https:/
/www.pixelspoke.com/blog/social-
impact/3-spectacular-cause-marketing-fails-
credit-union-can-better/ )
2.
Research: How sustainability is changing
consumer preferences
https:/
/www.capgemini.com/in-
en/news/press-releases/research-how-
sustainability-is-changing-consumer-
preferences/
8. https:/
/www.kinderjoyofmoving.com/int/en/
1.
How brands are adopting responsible
advertising
11. https:/
/esgnews.com/82-frustrated-fed-up-
with-lack-of-progress-by-firms-on-
sustainability-oracle/
10.
https:/
/www.youtube.com/watch?v=5aG1jgqNn
NY
Links & References
Would you like
to responsibly
market to
children?
Write to us at
Parminder Gill
parminder@sportzvillage.com
Nupur Gupta
nupur.gupta@sportzvillage.com
Business Team
connectxp@sportzvillage.com
Structured Sports & PE Programs in Schools Brand Activations | Sports IP | Sports Events
CSR Programs for children & youth development Programs to help children excel in sports
Academies
Sport for Change
Experiential
Sports Marketing
SportzVillage, Office Number – 01A107,
WeWork Prestige Cube
Site No. 26 Laskar, Hosur Rd, Bengaluru,
Karnataka 560095
18008913830
info@sportzvillage.com
linkedin.com/company/sportz-village/
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Responsible Marketing to Children - Position Paper by Sportz Village.pdf

  • 1. RESPONSIBLE MARKETING TO KIDS Actively involving school children for socially relevant and impactful brand campaigns
  • 2. About Sportz Village Design Sportz Village is the India’s first and world’s largest youth sports and sports education organisation that is on a mission to get 100 million children to play. Established in 2003, Sportz Village’s philosophy is pillared on improving the health and fitness of children and getting everyone to experience the magic of sports. Sportz Village has four specialised verticals under its umbrella that cater as sports enabling platforms through the stages of a kid’s development. Sportz Village designs, develops and executes sports education programs, grassroot sports programs, professional sports leagues, sport-focused brand activation and CSR programs in partnerships with schools, colleges, academies, brands, federations and corporates. Sportz Village has been engaging more than 1 million children and youth in sport every year covering 16000+ schools across 250+ locations over the past 19 years. (www.sportzvillage.com) Contributors This paper has been produced by team Sportz Village. The authors take responsibility for the contents and conclusions. Any reference from the industry does not necessarily imply endorsement of the report's contents or conclusions. Team Sportz Village Disclaimer Authors Nupur Gupta, Head – LTV Products & Partnerships, Sportz Village Upma Kanswa Jain, Sr. Manager – Marketing & Communications, Sportz Village To quote this position paper or any content within, please mention: Responsible Marketing to Kids: Actively involving school children for socially relevant and impactful brand campaigns by Sportz Village. Reproduction must be in original form with no adaptions or derivatives. Parminder Gill, Co-Founder, Sportz Village Acknowledgements
  • 3. Contents 03 Sportz Village Point of View 07 3.1 Children are ‘change agents’ and our most valuable resource for real impact 3.2 Children need to be educated in a language that they understand best - PLAY 3.3 Schools are our best bet and safest place to reach all kids in a structured manner 01 Introduction 02 02 Marketing To Children - ‘Not’ a Child’s Play 03 2.1. Issues faced by brands wanting to advertise to kids 2.2. Implications for brand marketers ? 2.3. So, no more marketing to kids? No! 04 Responsible Marketing - Global Case Studies 12 4.1 Colgate 3.4 Sport/Play based Experiential Modules (In-School) 4.2 KinderJoy 05 Conclusion 14 01 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com
  • 4. 02 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com The big bang marketing shift has already occured - from brands driving consumer demand to, now, consumers driving brand propositions. As simple as that! It is common to see brands adopt responsible 4Ps of marketing, either consciously or forcefully. From changing the outer packaging material - to modifying the composition of products - to creating brand slogans or messaging that appeal to the collective grey matter and pink heart of the consumer - there is a lot of action. The prefix of ‘purpose-driven’ with ‘marketing’ ought to sooner become a permanent fix. Consumers, like a norm, are now actively demanding greater progress on sustainability and social change, and expect businesses to step up. And it is not enough for brands to ‘talk’ that they are prioritising social outcomes. 93% of India says that they need to see real action on ground! For brands looking to engage with kids, it is an additional and even more serious responsibility since advertising and communication to kids is under greater regulatory and public scrutiny. But the good evidence shows that if brands can co-opt the causes (they care for) with children, they (children) can become the change agents and provide ample opportunity to build mindshare for their brand. Brands can aid the young changemakers and delight their parents with a conscious and honest commitment towards community well-being. Our paper provides a solution framework that can help brands bridge the gap between promise and action towards a cause by involving children as their brand evangelists and schools as the centre of action. Introduction 1
  • 5. a. Increasing regulatory pressures 2.1. Issues faced by brands wanting to advertise to kids Ÿ India’s primary advertising watchdog, Advertising Standards Council of India (ASCI) notes that advertisements should not undermine the role of parental care and guidance in ensuring proper food choices. Additionally, one of the clauses requires that advertisements addressed to children shall not contain anything, whether in illustration or otherwise, which might result in their physical, mental or moral harm or which exploits their vulnerability. Ÿ UNICEF advocates regulating the food and beverage industry to prevent obesity in children. According to Unicef, regulating the marketing of unhealthy foods to children via traditional media, social media, and retail points of sale has proven to be effective in significantly decreasing children and adolescents’ exposure to unhealthy food marketing and in stopping companies from using child-directed appeals, such as cartoons or celebrities, in food marketing. b. Peers voluntarily adopting responsible marketing to kids Ÿ HUL (Unilever) the world’s biggest advertiser, has vowed to stop advertising to children below the age of 12 over concerns of “childhood obesity, impact of social media and the vast number of products to choose from”. Ÿ Many multinational food and beverage companies have stopped featuring children under the age of 12 in their marketing communication. For instance, the current campaign for Lay’s chips features brand ambassadors Alia Bhatt and Ranbir Kapoor. The ads for Cadbury 5 Star have been based on a pair of goofy adult brothers since 2005. Hide & Seek is now endorsed by Hrithik Roshan. Ÿ In the past, multinational companies such as Mondelez, Coca-Cola, PepsiCo, Nestlé, Ferrero and Unilever, which are members of the International Food and Beverage Alliance (IFBA), have voluntarily adopted responsible advertising guidelines for children. c. Heightened consumer awareness Ÿ The pandemic has heightened global desire for authenticity and responsibility, particularly from large organisations and brands. A Capgemini report finds that sustainability has risen up the consumer’s agenda post Covid: 79% of consumers are changing their purchase preferences based on social responsibility, sustainability, inclusiveness, or environmental impact. Advertising to children is a deeply sensitive issue. Some people think all advertising to children should be banned. But in today’s media-heavy world, this is neither practical nor desirable. So what are the key concerns? Marketing To Children - ‘Not’ a Child’s Play 2 The pandemic has heightened global desire for authenticity and responsibility, particularly from large organisations and brands. 03 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com
  • 6. 04 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com Ÿ Various social media influencers in the areas of physical and mental health, fitness, environment play a huge role in driving key decisions including daily consumption. Not only new channels of communication, brands will have to shift to a consumer- centric communication strategy rather than product-centric one. Given the high fat, sugar and sodium contents, marketing the product attributes like taste will be a no-no. Brands will have to take alternate routes of ‘honest’ ‘good-for-kids’ brand messaging. b. Product-centric to Consumer-centric Communication 2.2. Implications for brand marketers ? a. Alternatives to Traditional Advertising 53% of consumers have switched to lesser known brands because they were sustainable. On the other hand, consumers are equally aware of brands ‘greenwashing’ and not investing entirely in the principles they profess to stand for. Ÿ Access to information and dissemination of it at every walk of life, thanks to the advent of social media, has made consumers (adults and children alike) confident and conscious of every purchase. An irate consumer has all the rights and media to express discomfort or disgust towards a brand (product, advertisement, wrong claims etc) Brands will be forced to explore alternate channels of communication to reach kids. E.g. The promises made by IFBA members and Unilever not only address targeting children through television advertising, but also digital, point-of-sale communication, licensed characters and movie tie-ups that appeal to children under 12. In another recent development, YouTube has decided to stop targeting ads on content meant for children. Smaller / D2C / upcoming brands are likely to get impacted most in the new normal. They will find it difficult to find ways to generate awareness about their products. Legacy brands that are big in their categories will continue to grow with word-of-mouth owing to years of brand and product awareness. c. New Vs Legacy Brands d. Adherence to Global Sustainability Mandate As a business choice, sustainability is becoming a smart approach to create long-term value by actively considering how the organisation operates in the ecosystem. A brand that values ethical sourcing and supply chains, is inclusive, and follows environment-friendly processes and materials while staying viable for its stakeholders is qualified to be labelled as a sustainable brand. And extending this top-down sustainability approach to other key business functions, including marketing & advertising, can foster the end consumer trust, including parents and children alike. A top-down sustainability approach to key business functions, including marketing & advertising, can foster the end consumer trust, including parents and children alike.
  • 7. The very problem opened up a unique, rather bigger opportunity for brands to engage with children. Many brands found a way to still engage with kids using a brand adopted social message, commonly referred to as Cause Marketing. The message aligns with prevailing social consciousness; and is a chance to make a positive impact on their health, lifestyle and overall development. The impact is often aimed at similarly influencing parents as well. However, brands using “Cause Marketing” often run a risk of appearing non authentic if not deeply committed with concrete actions on ground.e.g. 2.3. So, no more marketing to kids? No! Brands are now rightfully exercising caution over advertising products to kids through traditional mediums, given the reasons we saw above. “It isn't just parents' responsibility to protect children, it is the advertisers' job as well” - Ian Twinn, Director - Public Affairs, Incorporated Society of British Advertisers (ISBA) WE ARE LIVING IN A DIFFERENT ERA Traditional Advertising Brand Message Communication Channel Consumer Cause Marketing Brand Adopted Social Message Communication Channel Consumer Responsible Marketing Brand Adopted Social Message Playful Experience Consumer Status Quo Prevailing Shift New Opportunity 05 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com
  • 8. KFC donated $0.50 for every bucket of chicken sold to breast cancer research foundation Susan G. Komen. The campaign did not measure up so well when it came to positive PR, for KFC. Why it failed: What does fried chicken have to do with breast cancer research? The only link is that eating too much fried chicken could contribute to obesity, a primary risk factor for breast cancer. The incongruity of a partnership between a fast food chain and a healthcare-focused nonprofit is simply too glaring to ignore. An Example of Cause Marketing: KFC's Buckets for a Cure Cause Marketing - Not enough?! Cause Marketing does not fully unlock the opportunity as consumers are getting smarter. They are able to see through the social wrapper and demand more genuine actions on ground. It goes beyond television campaigns or generic tips being put out on social media. The real winners will demonstrate real impact with real people. It demands an integrated approach to marketing with on- ground/community initiatives. We call it “Responsible Marketing” 06 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com
  • 9. Most children focused programs today are unable to deliver a high level of child engagement as they fall into the trap of being preachy. Children need fun. Children need to be taught in a language that they understand best - PLAY. Experiential Sports Marketing programs that focus on learning through play, for example, fun-filled activity-based modules, are bound to have a much deeper and long lasting impact. They, very carefully, avoid being preachy. It ensures that children are then willing participants rather than passive listeners. Children are one third of our population; a generation that is faster, smarter in every sense. If inspired and empowered, they can create a positive change in their lives and the lives of others. Therefore, programs that aim to drive behaviour change among children can enable brands to not only engage with them meaningfully, but also demonstrate real action on ground. 3.2 Children need to be educated in a language that they understand best - PLAY Integrating the programming in the core education process in schools can help to ‘engage’ all children in a structured manner – and not just a few. Schools also offer multiple other advantages for brands to create playful experiences vis-a-vis other experiential places like malls or standalone events. Integration with the school timetable solves the otherwise logistical issues of transport, safety etc., which make out of school events tedious and expensive. School programs are easily scalable with repeatability design. They also ensure a wide reach since turnout is guaranteed. Being run inside the school also offers an additional layer of credibility to parents. 3.3 Schools are our best bet and safest place to reach all kids in a structured manner 3.1 Children are 'change agents' and our most valuable resource for real impact What is Experiential Sports Marketing? ESM, a proprietary marketing framework developed by Sportz Village, is a type of experiential activation that involves active participation by the brand’s TG in sports or play based programs. By doing so, the brand also impacts the consumer’s lives in some way, while achieving brand goals and making long- lasting brand impressions. ESM is considered a great tool for brand marketing as well as driving positive social change – especially in the youth engagement space and thus used by powerful brands to launch highly credible campaigns in areas such as health & fitness, nutrition, hygiene & safety, sustainability, and gender equity. A NICHE WITHIN THE NICHE OF SPORTS MARKETING WITH THE MAGIC OF ‘EXPERIENCE’ AND AUTHENTICITY OF ‘PURPOSE’ Brands have an opportunity to play a valuable and meaningful role in children's lives. They can excite, entertain, educate and inform. They can bring colour, fun, laughter and long-term impact. While traditional advertising has to evolve keeping conscious consumer behaviour at the epicentre of planning, integrating an action-driven campaign that communicates brand's commitment to sustainability is what can make brands win. And involvement in sporting or educational activity is one way brands can take to build lasting relationships with children, and through them, with parents. Sportz Village Point of View 3 07 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com
  • 10. Sportz Village has been at the forefront of helping brands with “Responsible Marketing” using its proprietary Experiential Sports Marketing Framework. Using play/ sports as the medium to engage or communicate with children, and schools as the go-to-market channel, we design experiential sports campaigns and activation that help brands meaningfully engage kids without the guilt of irresponsible marketing. In-school Out-of-School Vs Credible Safe Captive Audience Scalable Inclusive Long Term Expensive Low Turnout 08 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com
  • 11. 3.4 Sport/Play based Experiential Modules (In-School) Here are a few lesson plans to help the reader visualise how children can be taught heavy and sensitive topics in a fun, playful manner: a. Climate Change & Biodiversity: Green Medal Initiative b. Menstrual Education in Sport: Yes to Play, All Days! Special lesson plans during P.E. Class that convey the message in a fun and playful manner Ÿ Action: Kids are asked to throw a lot of balls in a basket/ goalpost. Ÿ Message: The trainer explains that if we keep. throwing all our waste in landfills, they will start overflowing damaging earth, animals, oceans etc Ÿ Outcome: The basket overflows. Ÿ Outcome: The Reject Waste basket has much less waste, while others can be recycled. Ÿ Learning: How majority of the waste can be recycled if segregation happens at source Ÿ Action: kids are asked to throw balls with different stickers like plastic bottle, toothpaste, food in different labelled baskets. P.E. Class P.E. Class Activity 1 Activity 2 Ÿ Action: Kids are asked to take shots at a basket. Ÿ Outcome: Trainer encourages group to discuss the myth and then offers reality. Activity repeats Ÿ Whosoever successfully shoots, takes a chit out of a box. Ÿ Chit contains a menstrual myth e.g. you cannot exercise while you are on period, It's not safe to swim during your period. Ÿ Message: Myths are just that - Myths! Scan Here To Play The Video Special lesson plans during P.E. Class that convey the message in a fun and playful manner 09 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com
  • 12. 10 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com For more details, refer: Sports-for-WASH-A-School-Level-Training-Kit.pdf Introduction How to Play The glitter hands game is played to train children how to wash their hands properly. Some children only rinse their hands quickly under water, if they wash at all. But hands should be scrubbed with an antibacterial soap for at least 15 to 20 seconds, as recommended by CDC and UNICEF. Sprinkle glitter on the children's hands and challenge them off to wash the glitter with soap and water. Because glitter is naturally sticky, it will take up to 30 seconds to scrub the glitter away. Materials: Glitters, Soap and Water C. Health and Hygiene: Glitter Hands Step1: Sprinkle the glitters on the hands of the children. Explain that germs are like glitters and will stick to the hands and are not easily cleaned out. Step 2: Step 3: Have the children play the game of catch and hence spread the glitters as germs would spread. Step 4: Have the children wash their hands with soap until all the glitters are removed. This will take about 30 seconds. Step 5: Indicate that children should scrub off germs like they did the glitter each time that they wash Grades 3-5 Module 1.1 Objective Concept Math: Area and Perimeter Students will measure the area and perimeter of a polygon by using a square tile and a tape measure. Students will calculate the perimeter and area of a polygon by using a formula and dimension (either measured or given). The Measurements of Basketball (1) 60-minute session Time Module 2.1 Objective Forces in Basketball Students will conduct a controlled experiment to determine the change in motion by measuring the number of bounces and the height of the first bounce. Students will predict how gravity/motion will affect/change the ball if it is dropped at a higher or lower height. Science: Motion and Gravity Concept (2) 45-minute sessions Time d. Cognitive Aptitude: STEM Basketball For more details, refer: https:/ /stemsports.com/
  • 13. What's different about Sportz Village programs? Sport activity based lesson plans We combine activities and games to actively engage kids and change their perceptions and attitudes towards a cause Integrated with core school curriculum We integrate our programming in the core education process in schools to help 'engage' all children in a structured manner - and drive long term change. Lesson plans are integrated within the edusports curriculum which has been running in 1500+ schools across the country Low implementation costs Language of sports is universal. The lesson plans can be adapted for different regions Adaptable to different regions & settings Our 'curriculum'-led work harnesses the power of sports to drive behaviour change – for causes such as waste recycling, social/ gender equity, health & hygiene etc.– waste recycling, menstrual hygiene. In partnership with brands that care for these causes, we are able to integrate it in the core education process at schools, thereby ensuring inclusion and high quality of experience for the children! Sportz Village in action: Here’s a glimpse of our Green Medal Project with the objective of stimulating behaviour change among children about waste management and climate change. Sports has the power to inspire. It has the power to unite people in a way that little else does. It speaks to youth in a language they understand Scan Here To Play The Video 11 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com -Nelson Mandela
  • 14. 12 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com Case study structure: 1) Brand's social message, 2) Curriculum details with outcomes and sample lesson plan, 3) Impact (numbers) 4) Reading Links Responsible Marketing Global Case Studies 4 Colgate committed to improve the health and wellbeing in communities and promote lifelong learning opportunities for children and families. To bring their commitment to life and bring real impact on ground, Colgate created a curriculum with inputs from dental and health professionals to take positive oral health messages to children. Colgate partnered with different organizations to deliver the curriculum to students in schools via the teachers.The curriculum contained resources for the educators like Activity Plans, Teachers’ Guide, Storybooks, Activity Posters, Take Home Assignments and Certificates to make it easy for them to integrate oral health education during the school hours. Each activity was designed to take 15-20 mins. Through the program, Colgate has been able to reach and engage a billion children in over 80 countries. 4.1 Colgate Ÿ Change your toothbrush every 3 months Brand Message - Oral Hygiene Ÿ Brush your teeth twice a day with fluoride toothpaste; after breakfast and before bedtime Ÿ Visit your dentist or dental hygienist regularly to help maintain good oral health habits Ÿ Turn off the tap when brushing Ÿ Limit sugary snacks and drinks to reduce the risk of cavities Campaign Name - Bright Smiles, Bright Futures Key Learning Outcomes Meet Starlett- Our New Friend 1. Start with Reading: Ÿ Action/Verbal Rehearsal: After you have completed the chart with your class, have them repeat each step they wrote Ÿ Children sit in a circle and the first person starts out holding the loose end of a ball of yarn. Ÿ The second child holds onto the thread of the yarn and rolls the rest of the ball to the next person, again saying something positive. This repeats as children hold onto the yam strand and roll the ball to someone new. Pretty soon, you will end up with a web of yarn connecting everyone! (Ensure that everyone has been chosen at least once so that nobody is excluded.) Ÿ As a class, come up with "s ways to be a good friend and place each idea inside one of the fingers on the hand Read the storybook, Baxter Meets a Visitor 2. Time to Discuss: After the first read, lead a short discussion with the class. Return to pages 2.3, focusing on meeting new friends and how Starlett was new to the class. Ÿ Using chart paper draw a large HAND Ÿ Label the chart: "High-Five For Friendship” Ÿ For example: You read "Be Kind"; kids repeat and everyone raises their hands to give virtual or real high fives. You all say "Be Kind...High Five For Kindness Continue this process until you have read all 5 steps. 3. Our Classroom is Connected: How to be a good friend Ÿ Holding onto the loose end, the first child rolls the ball of yarn to someone else and says something they like about that person, or why they are a good friend. TIP: Be ready with some suggestions for those kids who have a hard time thinking of a positive comment for their peer. Parent Connection: Have students share with their families 1 or 2 ways they can be a friend or ways they can welcome new friends into school. Remind students to focus on "High Five for Friendship Reading Links - ' About Bright Smiles, Bright Futures: Bright Smiles, Bright Futures Teachers Guide: Sample Activity Plan
  • 15. 4.2 KinderJoy Brand Message - Whatever the game, let joy win Ÿ Motor Coordination - Learn complex movements Kids being the centre of their marketing and sales efforts, Kinder Joy has taken up the objective to bring joy to children through moving, encouraging their natural inclination to be active, move and play. The program has been designed in association with the Italian Olympic Committee (CONI). Various resources like 20 video tutorials, Joy of Moving MindMovers and ImaginAction handbooks, 80 physical activity games have been created under the project to help educators take the Joy of Moving method to kids in schools. Through the project, Kinder Joy has reached 4.6 million children and their families in 28 countries around the world. Ÿ Physical Fitness: Engage in physical activity Campaign Name - Joy of Moving Key Learning Outcomes - Ÿ Cognitive Function & Creativity - Plan, coordinate, find brilliant solutions Ÿ Lifeskills: Define goals, think positively, communicate effectively Sample Activity Plan and life skills. HOW TO PLAY In groups of 5-10 players, one child at a time has to reach their teammate (and reconnect with them) by getting past an obstacle between them (a table) in various ways. AGE GROUP This game engages physical fitness, motor coordination, cognitive functions 7 years + PLAY A JOY GAME WITH US One or more tables, a mat, small balls, or foam balls. AIM OF THE GAME WHAT YOU NEED A FRIEND IS A TREASURE READY TO GET MOVING? This game is geared towards developing problem-solving abilities. To facilitate the transfer of this ability from play to other life contexts, a common scenario is re-enacted (a metaphor for making a decision in a social situation): there is an obstacle (in this case, a table) between the child and the friend which must be overcome in order to reconnect and make peace. The game stimulates the search for new strategic solutions, introducing cooperation and defense against interfering actions. Reading Links: About Kinder Joy of Moving 13 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com
  • 16. Conclusion Heightened consumer awareness requires brands to step up from promise to action Children are ‘change agents’ and the most valuable resource for marketers to design programs with real impact Programs that focus on ‘learning through play’ are an opportunity to experientially engage kids, delight parents and deliver long-term impact Schools are a marketer’s best bet to reach all kids in a structured manner 14 Responsible Marketing to Kids sportzvillage.com | xp.sportzvillage.com 5
  • 17. The Code for Self-Regulation of Advertising content in India https:/ /iprmentlaw.com/wp- content/uploads/2018/03/ASCI-Code.pdf HUL not to target children under 16 in Ad campaigns https:/ /economictimes.indiatimes.com/industr y/services/advertising/hul-not-to-target- children-under-16-in-ad- campaigns/articleshow/91109752.cms?utm_so urce=contentofinterest&utm_medium=text&ut m_campaign=cppst PREVENTION OF OVERWEIGHT AND OBESITY IN CHILDREN AND ADOLESCENTS UNICEF Advocacy Strategy and Guidance https:/ /www.unicef.org/media/92331/file/Adv ocacy-Guidance-Overweight-Prevention.pdf 5. https:/ /www.financialexpress.com/brandwago n/how-brands-are-adopting-responsible- advertising/1885877/ 3. 7. https:/ /www.marketingweek.com/marketing- to-kids/ 9. https:/ /www.youtube.com/watch?v=7- TZCUGeqQY&list=PLXhSBENv8BRn1JBr4ldE_p rTGlpAaOrhr&index=3 4. 6. https:/ /www.pixelspoke.com/blog/social- impact/3-spectacular-cause-marketing-fails- credit-union-can-better/ ) 2. Research: How sustainability is changing consumer preferences https:/ /www.capgemini.com/in- en/news/press-releases/research-how- sustainability-is-changing-consumer- preferences/ 8. https:/ /www.kinderjoyofmoving.com/int/en/ 1. How brands are adopting responsible advertising 11. https:/ /esgnews.com/82-frustrated-fed-up- with-lack-of-progress-by-firms-on- sustainability-oracle/ 10. https:/ /www.youtube.com/watch?v=5aG1jgqNn NY Links & References
  • 18. Would you like to responsibly market to children? Write to us at Parminder Gill parminder@sportzvillage.com Nupur Gupta nupur.gupta@sportzvillage.com Business Team connectxp@sportzvillage.com Structured Sports & PE Programs in Schools Brand Activations | Sports IP | Sports Events CSR Programs for children & youth development Programs to help children excel in sports Academies Sport for Change Experiential Sports Marketing SportzVillage, Office Number – 01A107, WeWork Prestige Cube Site No. 26 Laskar, Hosur Rd, Bengaluru, Karnataka 560095 18008913830 info@sportzvillage.com linkedin.com/company/sportz-village/ twitter.com/sportzvillage facebook.com/SportzVillage/ http:/ /sportzvillage.com instagram/sportz.village