Otterbein.TV (formerly WOCC TV) recently partnered with the Drug Free Action Alliance (DFAA) to create a media literacy interactive video as part of DFAA’s Big Bowl Breakdown. The video will educate 42,000 middle- and high-school students nationwide about how companies use various advertising techniques to get the consumers to buy their products. The goal is to teach students to think critically about advertisements.
The DFAA approached Otterbein.TV about creating a video for their campaign after seeing Campus Refresh, a student-produced show for the Otterbein community. The Otterbein video includes space for the three most popular Super Bowl commercials, as determined by a poll of students in 43 states. Alcohol commercials are among the most popular.
According to Alcohol Marketing and Youth, “Sixth- and seventh-graders exposed to high levels of alcohol advertising are 50 percent more likely to drink than children with low exposure to such marketing.” This age group is the main target audience that the Big Bowl Breakdown addressed.
For its participation, Otterbein.TV received a check for $500 from DFAA on Feb. 12.
“We are delighted that Otterbein students have brought a fresh, youthful approach to educating young people on the importance of media literacy,” said Marcie Seidel, DFAA executive director. “Commercials are a powerful medium in today’s culture. They can help shape attitudes and behaviors. Drug Free Action Alliance in partnership with Otterbein University is using the Super Bowl commercials to encourage young people to think critically about advertisements.”
Watch the video produced by the students at Otterbein.TV at http://youtu.be/9AK5CwXUCiA.