CTPAA in the US recognises Nick's social initiatives

MUMBAI: Kids brand Nickelodeon in the US has been recognised for its social initiatives. It won eight awards at the Beacon Awards competition which recognises excellence in public affairs throughout the American cable industry.



The Beacon awards are sponsored by the Cable Television Public Affairs Association (CTPAA). Nickelodeon’s Let’s Just Play initiative which encourages kids to go and get involved in outdoor activities won four Beacon Awards. It was also a 2005 Golden Beacon Award finalist.

Nickelodeon Networks public affairs executive VP Marva Smalls says, “It is an honour to be recognised by our colleagues in the industry. They have looked at all of the campaigns from the various networks, and decided to bestow these awards upon our initiatives. We are an entertainment company that believes we have a responsibility that extends beyond entertainment. As part of our mission to connect with our audiences, it has been a part of our DNA to incorporate pro-social campaigns to help empower them.”

Let's Just Play is Nickelodeon's long-term, pro-social commitment to encourage kids to participate in active, healthy, and playful lifestyles. The broadcaster states that the initiative a much needed antidote to reports of the rise in childhood obesity. It also helps the concern about the reduction of physical education in schools and in after-school programmes and the over-scheduled and sedentary lifestyles of kids today.

In addition to using the power of Nickelodeon's air, online sites, and celebrity support, the channel devotes significant year-round resources to build a grassroots infrastructure to support physical play opportunities in communities everywhere. In partnership with local cable affiliates, the Boys and Girls Clubs of America and the National PTA, Nickelodeon's Let's Just Play provides programmatic support for communities to host their own play activities.

Another initiative that was recognised was TV Land & Nick at Nite’s Family Table: Share More Than Meals. This was created by the two networks in 2003 and seeks to remind its viewers about the emotional and social benefits that come from taking the time to sit down and share with one another.

Through a series of promotional spots – which both networks air in regular rotation daily – TV Land and Nick at Nite have committed over $11 million in on-air time over three years to encourage viewers to experience the benefits of dining together. Parents who dine with their kids four times a week or more are more likely to raise kids with better verbal skills, who perform better in school and are less likely to abuse cigarettes, drugs and alcohol during adolescence than families who do not make consistent family dining a priority.

From the hundreds of entries received in this year’s Beacon Award competition, 76 winners were chosen by cable public affairs professionals in an extensive two-phase judging process.


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