Comic Relief has teamed up with Nickelodeon to offer children the
chance to create a TV ad for its Fairtrade chocolate bar, Dubble.
The 'Dubble Vision' campaign will see competition packs mailed to 42,000
schools explaining the concept of Fairtrade and specifically how Dubble
guarantees a fair price to cocoa growers.
The competition is open to kids in three age groups, who will be asked
to submit ideas for an ad starring singer Samantha Mumba. Children can
enter through their school, through the competition's media partner 'The
Funday Times', or on the Nickelodeon web site.
The winners of each group will work alongside a director at the
Nickelodeon studios in London, to create their execution, which will be
screened on the kids' channel in June.
For its part, Nickelodeon will donate £90,000 worth of airtime
between now and June, including ads to promote the contest and the
broadcast of the three winning executions.
Comic Relief's education manager Jonathan Smith said Dubble Vision
responds to young people's growing interest in the media and global
issues by allowing them to make real ads. "The kids get to become the
professionals. They learn real skills while communicating an important
message."
Nickelodeon's head of marketing Gill Seaton added: "We know that kids
are concerned about the world they live in and what better way to get
involved with the channel as well as the cause."
'Dubble Vision' will be the main strand of Dubble's marketing programme
for 2002. Separately, the Day Chocolate Company, which produces Dubble
with Comic Relief, has called off its search for a creative agency for
the brand.
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