DIC Ent. has teamed with non-profit organization Western Justice Center Foundation (WJCF) to develop a series of public service announcements and to work anti-bullying messages into children’s programming. Initial results of the partnership can be seen in an upcoming episode of DIC’s animated series, Horsleand, which will present a positive story about the effect of gossip on the friendship between young girls. The corresponding PSAs will air on DIC Kids’ Network, a syndicated programming block that airs on more than 300 stations in the U.S.
The programming initiative is spurred by a rise in bullying and other acts of violence in American schools. DIC and WJCF point out an alarming increase in violent acts perpetrated by girls, citing an FBI report that finds the number of girls 10-17 arrested for aggravated assault has doubled over the past 20 years.
“Children represent a uniquely impressionable audience, so our objective is not only to entertain them but to incorporate healthy and positive messages in our programs,’ says Robby London, exec VP creative affairs for DIC. ‘Many researchers contend that ‘bullying’ is a key underlying cause of the most horrific incidents of school violence. Western Justice Center Foundation has developed proven techniques specifically targeting this behavior and we feel it is crucial to help them disseminate this information to kids.’
London chairs the DIC Educational Advisory Board, wich was established In 2004 and is comprised of leading media experts, educators and pediatricians. The Board offers counsel to DIC creators and execs regarding the physical, social, emotional and cognitive theories and practices related to children, and the role of various forms of media and products in their learning and development.
Horseland is scheduled to premiere this month on the KOL Secret Slumber Party programming block on CBS. DIC and WJCF will continue to review opportunities to develop content that incorporates messaging aimed at helping kids resolve conflicts properly.
DIC’s vast library of animation includes Inspector Gadget, Strawberry Shortcake, Sabrina, Madeline, Liberty’s Kids, Care Bears and Trollz. DIC and AOL’s kids online destination, KOL, have formed a co-production partnership that will launch the branded programming block KOL’s Secret Slumber Party on CBS.
The Western Justice Center Foundation is a national think tank established by Judge Dorothy W. Nelson of the Ninth Circuit Court of Appeals to create innovative models to teach children how to resolve conflicts peacefully. More information is available at www.westernjustice.org.
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