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This Little Kiddy Went to Market


Info from Sharon Beder's excellent book: This Little Kiddy Went to Market: The Corporate Capture of Childhood




Membership of the UK Qualifications and Curriculum Authority (QCA):


* The 13-member board is made up of six business people (two from Unilever)...


* The chair is Sir Anthony Greener, formerly chair of Diageo Plc, the largest multinational alchoholic beverages company in the world. He has held positions with the Confederation of British Industry (CBI) and the Chartered Institute of Marketing. His knighthood was awarded for services to the drinks industry.


* The deputy chair was chair of Unilever.


Dubit Insider


UK children can become 'Dubit Insiders' and promote brands on the street, by talking to their friends about them, wearing and using the products, putting up flyers, and just telling everyone about it. For this service they get 'free stuff, prizes and cash'. Products such as Fanta and BiC use Dubit Insiders.




In the UK, MBA is a business communications agency that offers corporate clients 'a highly effective means .. to build their brands and extend their market' with classroom materials that can reach 4.4 million school children. Its clients include AstraZeneca, Cadbury Schweppes, IBM, Kellogg's, McDonald's, Nestle, and Procter & Gamble.




Youth Minds Inspired (YMI) produces corporate materials for schools that masquerade as 'educational' but are in reality a 'targeted, effective, and cost-efficient marketing vehicle'. Its website sells the following service to corporate advertisers: 'Each YMI program transforms your brand, service and/or product into the central focus of engaging, motivational and educational materials that are used over a period of weeks or months to generate high student interest, interaction and learning.' YMI claims to be able to reach over eight million pre-school students, 28 million elementary school students, 23 million secondary school students and 15 million college students: 'We reach all these audiences in the uncluttered environment where students spend the better part of their day and where lasting attitudes are formed - in the classroom.'

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Taken on August 29, 2009