Spreading the Word - ESRB
In Fall 1999, the ESRB launched an annual national campaign to promote awareness and use of its rating system during the holiday season.
The campaign, which urges parents to “check the rating,” included a public service announcement featuring professional golfer Tiger Woods; paid advertising in national publications, including Newsweek, People, U.S. News and World Report, Parents, Parenting, Good Housekeeping, and USA Today; and relationships with prominent national organizations like the PTA, YWCA, YMCA, Child Welfare League of America, Mothers Against Violence in America, Children’s Television Workshop, and the Children’s Television Resources and Education Center.
The ESRB released a new public service announcement (PSA) in Spring 2001 featuring New York Yankees’ All-Star Derek Jeter urging parents to “check the ratings” before they buy video and computer games.
This PSA is airing in stores around the country, and has generated nearly ten million audience impressions so far on more than 50 television stations, including both cable and broadcast outlets.
IDSA and ESRB have also encouraged retailers to provide educational materials to in-store shoppers and to make their best efforts not to sell games rated “mature” to children under the age of 17.
To date, major retailers such as Toys ‘R’ Us, K-Mart, Wal-Mart, Target, Circuit City, Staples, CompUSA, Babbages, Funcoland and Electronics Boutique have agreed to participate in this effort in some way.
In Fall 1999, the ESRB launched an annual national campaign to promote awareness and use of its rating system during the holiday season.
The campaign, which urges parents to “check the rating,” included a public service announcement featuring professional golfer Tiger Woods; paid advertising in national publications, including Newsweek, People, U.S. News and World Report, Parents, Parenting, Good Housekeeping, and USA Today; and relationships with prominent national organizations like the PTA, YWCA, YMCA, Child Welfare League of America, Mothers Against Violence in America, Children’s Television Workshop, and the Children’s Television Resources and Education Center.
The ESRB released a new public service announcement (PSA) in Spring 2001 featuring New York Yankees’ All-Star Derek Jeter urging parents to “check the ratings” before they buy video and computer games.
This PSA is airing in stores around the country, and has generated nearly ten million audience impressions so far on more than 50 television stations, including both cable and broadcast outlets.
IDSA and ESRB have also encouraged retailers to provide educational materials to in-store shoppers and to make their best efforts not to sell games rated “mature” to children under the age of 17.
To date, major retailers such as Toys ‘R’ Us, K-Mart, Wal-Mart, Target, Circuit City, Staples, CompUSA, Babbages, Funcoland and Electronics Boutique have agreed to participate in this effort in some way.