Bring Back Concerned Children's Advertisers (CCA) for a New Generation!
The Issue
🎯 The Petition Goal
We want to bring back Concerned Children's Advertisers (CCA) to create new, impactful Public Service Announcements (PSAs) for today’s youth while preserving and celebrating the classic ads from the 1990s and 2000s.
📝 The Petition Letter
🦛 Remember the House Hippo?
If you grew up in Canada during the 1990s or 2000s, you probably remember checking your closets for a tiny creature that loved peanut butter on toast. You probably remember singing puppets warning you, "Don't you put it in your mouth," or a robotic brain reminding you to say no to drugs.
These weren't just commercials. They were lifelines, safety lessons, and core childhood memories.
🛑 The Problem
Concerned Children's Advertisers (CCA)—later known as Companies Committed to Kids—closed its doors in 2017. Since then, Canadian television has lost a vital voice. Today's kids face massive digital challenges that we never had to worry about:
Deepfakes and AI misinformation
Intense cyberbullying
Social media algorithms affecting self-esteem
Constant online scams
Modern kids need media literacy and life lessons more than ever before, but there is no unified organization like the CCA making iconic, unforgettable PSAs to help them navigate this landscape.
✊ Our Demand
We, the undersigned, call upon Canada’s major media networks, food and beverage corporations, toy manufacturers, and government cultural heritage sectors to:
Revive the Spirit of CCA: Form a modern alliance of companies to fund and produce high-quality, memorable PSAs tailored to the digital age.
Relive the Memories: Officially archive, remaster, and rebroadcast classic CCA commercials on television and streaming platforms to celebrate Canadian media history and re-educate the public.
Protect Our Youth: Bring modern versions of media literacy programs back into Canadian classrooms to teach kids how to safely navigate AI and the internet.
🍁 Why This Matters
The old CCA ads worked because they didn't lecture us—they entertained us, stayed in our heads, and started important conversations. By signing this petition, you are voting to restore a piece of Canadian culture and protect the mental health, safety, and critical thinking skills of today's children.
Sign today to bring back the House Hippo, bring back the lessons, and bring back CCA!
Since 1990, Concerned Children's Advertisers has been producing and delivering social messaging campaigns on issues of challenge in children's lives, including:
Drug abuse prevention;
Child abuse prevention;
Child safety;
Self-esteem;
Media literacy;
Bullying prevention; and
Healthy active living.
Our campaigns include nationally televised Public Service Announcements and curricula for children in kindergarten to grade eight, as well as tips and tools for parents and community workers. When presented with informative messages, we believe that children are capable of making informed and balanced life choices.
Concerned Children's Advertisers used to be a Canadian non-profit organization which produced and aired public service announcements aimed towards kids. Founded in 1990, it has produced over 30 public service announcements, covering lot of topics such as drug abuse, conformity, healthy living, self-esteem, and bullying. Its members were private companies that market to children and families.
The organization and its campaigns were supported by various television networks, stations and specialty channels throughout Canada, as well as one border station in the United States (KVOS-TV). Most of their shorts can be viewed on their official YouTube channel. As of March 30, 2017, on that date, the organization was discontinued and dissolved after nearly 20 years of running PSAs.
Nobody's good at everything, but everybody's good at something; in the '90s (and to a lesser extent, the 2000s), the now-defunct organization formerly known as Concerned Children's Advertisers was excellent at producing brainworm child-focused public service announcements, releasing a catalogue of commercials that aired across various Canadian networks and some in the US.
Their goal was to educate children primarily about the dangers of drugs and bullying, as well as to promote the values of good self-esteem, media literacy and physical fitness, often in comedic or (perhaps unintentionally) terrifying ways, and in that mission, they succeeded.
Most '90s kids will have some of the best ones memorized, and, hopefully, some of the lessons within ingrained. As July 4th celebrations kick off south of the border, we're recounting our favourite silly Canadian cultural relics.
Concerned Children's Advertisers was a Canadian non-profit organization based in Toronto, founded in 1990 by former chief executive officer Sunni Boot and former president of the Global Television Network David Mintz as a contributive production-wide body dedicated to launching campaigns and expressing the significance of their public service announcements to target children between the ages of eight and 12. It produced over 30 announcements, covering topics such as drug abuse, conformity, self-esteem, and bullying. Each PSA ends with the logo of the organization. Usually, the commercials partnered up with Health Canada.
The organization and its campaigns are supported by various television networks, stations and specialty channels throughout the country, as well as one border station in the United States (KVOS-TV).
The members of the organization were private companies that market to children and families, including McDonald's, Disney, Mattel, PepsiCo, Coca-Cola, Teletoon, Hasbro, Corus Entertainment, Bell Canada, Cadbury Canada, Hershey's, Kellogg's, Kraft, Shaw Media, Loblaw, Nestle, General Mills, Weston, Canwest, CTV, Publicis, the Institute of Communication Agencies, Rogers Media, DHX Media, and others.
In 2014, the organization earned around $4 million from its associate media organizations and companies allowing it to extend the word across its main goal: bullying, mental health and self-esteem. Almost 25 years, the company estimates having earned $50 million for media donations, $5 million for qualifying corporations and one year and almost two months donated by the businesses minds of marketing.
On March 30, 2017, the company and organization closed due to a decline in business and dormancy, and is best known in fighting child abuse.
1
The Issue
🎯 The Petition Goal
We want to bring back Concerned Children's Advertisers (CCA) to create new, impactful Public Service Announcements (PSAs) for today’s youth while preserving and celebrating the classic ads from the 1990s and 2000s.
📝 The Petition Letter
🦛 Remember the House Hippo?
If you grew up in Canada during the 1990s or 2000s, you probably remember checking your closets for a tiny creature that loved peanut butter on toast. You probably remember singing puppets warning you, "Don't you put it in your mouth," or a robotic brain reminding you to say no to drugs.
These weren't just commercials. They were lifelines, safety lessons, and core childhood memories.
🛑 The Problem
Concerned Children's Advertisers (CCA)—later known as Companies Committed to Kids—closed its doors in 2017. Since then, Canadian television has lost a vital voice. Today's kids face massive digital challenges that we never had to worry about:
Deepfakes and AI misinformation
Intense cyberbullying
Social media algorithms affecting self-esteem
Constant online scams
Modern kids need media literacy and life lessons more than ever before, but there is no unified organization like the CCA making iconic, unforgettable PSAs to help them navigate this landscape.
✊ Our Demand
We, the undersigned, call upon Canada’s major media networks, food and beverage corporations, toy manufacturers, and government cultural heritage sectors to:
Revive the Spirit of CCA: Form a modern alliance of companies to fund and produce high-quality, memorable PSAs tailored to the digital age.
Relive the Memories: Officially archive, remaster, and rebroadcast classic CCA commercials on television and streaming platforms to celebrate Canadian media history and re-educate the public.
Protect Our Youth: Bring modern versions of media literacy programs back into Canadian classrooms to teach kids how to safely navigate AI and the internet.
🍁 Why This Matters
The old CCA ads worked because they didn't lecture us—they entertained us, stayed in our heads, and started important conversations. By signing this petition, you are voting to restore a piece of Canadian culture and protect the mental health, safety, and critical thinking skills of today's children.
Sign today to bring back the House Hippo, bring back the lessons, and bring back CCA!
Since 1990, Concerned Children's Advertisers has been producing and delivering social messaging campaigns on issues of challenge in children's lives, including:
Drug abuse prevention;
Child abuse prevention;
Child safety;
Self-esteem;
Media literacy;
Bullying prevention; and
Healthy active living.
Our campaigns include nationally televised Public Service Announcements and curricula for children in kindergarten to grade eight, as well as tips and tools for parents and community workers. When presented with informative messages, we believe that children are capable of making informed and balanced life choices.
Concerned Children's Advertisers used to be a Canadian non-profit organization which produced and aired public service announcements aimed towards kids. Founded in 1990, it has produced over 30 public service announcements, covering lot of topics such as drug abuse, conformity, healthy living, self-esteem, and bullying. Its members were private companies that market to children and families.
The organization and its campaigns were supported by various television networks, stations and specialty channels throughout Canada, as well as one border station in the United States (KVOS-TV). Most of their shorts can be viewed on their official YouTube channel. As of March 30, 2017, on that date, the organization was discontinued and dissolved after nearly 20 years of running PSAs.
Nobody's good at everything, but everybody's good at something; in the '90s (and to a lesser extent, the 2000s), the now-defunct organization formerly known as Concerned Children's Advertisers was excellent at producing brainworm child-focused public service announcements, releasing a catalogue of commercials that aired across various Canadian networks and some in the US.
Their goal was to educate children primarily about the dangers of drugs and bullying, as well as to promote the values of good self-esteem, media literacy and physical fitness, often in comedic or (perhaps unintentionally) terrifying ways, and in that mission, they succeeded.
Most '90s kids will have some of the best ones memorized, and, hopefully, some of the lessons within ingrained. As July 4th celebrations kick off south of the border, we're recounting our favourite silly Canadian cultural relics.
Concerned Children's Advertisers was a Canadian non-profit organization based in Toronto, founded in 1990 by former chief executive officer Sunni Boot and former president of the Global Television Network David Mintz as a contributive production-wide body dedicated to launching campaigns and expressing the significance of their public service announcements to target children between the ages of eight and 12. It produced over 30 announcements, covering topics such as drug abuse, conformity, self-esteem, and bullying. Each PSA ends with the logo of the organization. Usually, the commercials partnered up with Health Canada.
The organization and its campaigns are supported by various television networks, stations and specialty channels throughout the country, as well as one border station in the United States (KVOS-TV).
The members of the organization were private companies that market to children and families, including McDonald's, Disney, Mattel, PepsiCo, Coca-Cola, Teletoon, Hasbro, Corus Entertainment, Bell Canada, Cadbury Canada, Hershey's, Kellogg's, Kraft, Shaw Media, Loblaw, Nestle, General Mills, Weston, Canwest, CTV, Publicis, the Institute of Communication Agencies, Rogers Media, DHX Media, and others.
In 2014, the organization earned around $4 million from its associate media organizations and companies allowing it to extend the word across its main goal: bullying, mental health and self-esteem. Almost 25 years, the company estimates having earned $50 million for media donations, $5 million for qualifying corporations and one year and almost two months donated by the businesses minds of marketing.
On March 30, 2017, the company and organization closed due to a decline in business and dormancy, and is best known in fighting child abuse.
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Petition created on August 30, 2026