Co-Co's AdverSmarts

This interactive unit is designed to help kids between the ages of 5 and 8 recognize the marketing techniques used on commercial websites that target children.

The Privacy Dilemma

In this lesson students learn the ways that the apps they use are designed to encourage them to share more information—both with other users and with the apps themselves. They are then introduced to the idea of persuasive design or “dark patterns” and investigate whether these are used to make it more difficult to opt out of data collection on popular apps. Finally, the class creates a “rogues’ gallery” to help them identify dark patterns when they encounter them.

Online Marketing to Kids: Strategies and Techniques

This lesson introduces students to the online marketing techniques that are used to target children on the Internet. It begins with a guided discussion about the similarities and differences between traditional marketing methods and online advertising and why the Internet is such a desirable medium for advertisers to reach young people. Student activities include a survey of the marketing techniques used on several commercial websites for children; the creation of a commercial website for kids that incorporates common marketing strategies; and an analysis of case studies about online marketing to young people.

Online Marketing to Kids: Protecting Your Privacy

This lesson introduces students to the ways in which commercial apps and websites collect personal information from kids and to the issues surrounding children and privacy on the Internet. Students begin by considering how comfortable they would be with people knowing various things about them, and then watch and discuss a video which explains how targeted advertising works. They then explore the idea of targeted advertising through a class exercise in which Prince Charming tries to target Cinderella with an ad for glass slippers, and then analyze how their own personal information might be used to target them with ads. In the second part of the lesson, students are introduced to privacy policies and how they are rated by the website Terms of Service, Didn’t Read. They read and analyze the site’s rating for a popular app and then learn ways to limit data collection. In an extension activity, students are introduced to the idea of “dark patterns” and imagine how the Wicked Queen might use them to convince Snow White to accept “poison” cookies.

Ads That Don’t Look Like Ads

In this lesson, students learn what makes something an ad and how to distinguish advertisements from reviews, focusing on the key concepts of genre, tropes, bias, disclosure, and framing. Students begin by viewing and analyzing a video to prompt critical questions about the creator’s intent and visual style, then delve into the advertising genre by learning about its essential elements, like the presence of a product and brand. Students examine the differences between the “ad” and “review” genre and also use companion reading skills to evaluate the reliability and potential bias of a source by searching for undisclosed "brand deal" or "sponsored" content. Finally, students create two media pieces about the same product—one crafted as a persuasive ad and the other as an honest review—to demonstrate their ability to apply the genre elements and tropes learned throughout the lesson.

Gen Z is changing marketing: Here’s what that means for all of us

In a new survey, Vogue uncovered Gen Z’s current approach and expectations for consumerism, influencing and marketing. This is a generation that has grown up with ads in the palm of their hands. While we had to see them on television or in magazines, or hear ads on the radio when we were kids, our children are getting clips in between favourite YouTube videos or even while playing a game on an iPad.

Talking to kids about tobacco in media

Even though you're competing against peer pressure and million-dollar marketing campaigns, research has shown that kids are less likely to get involved in smoking or vaping if they've discussed them with their parents. Talking to our kids about tobacco and cannabis advertising will help them recognize when they're being advertised to and identify the tricks companies use to normalize teen smoking and vaping, making their products seem safer and less addictive than they really are.

Here are some tips on talking to kids about vaping, tobacco and cannabis advertising.

Data Defenders (Grades 4-6)

Data Defenders is an interactive game that teaches children and pre-teens the concept of personal information and its economic value, and introduces them to ways to manage and protect their personal information on the websites and apps they enjoy