Admongo is an initiative through the Federal Trade Commission (FTC) aimed to educate tweens (kids ages 8-12) about the power of advertising, so they can become more informed consumers. The reason for this initiative is due to the $200 billion dollars that tweens represent in purchasing power.
With this power, brands want to make sure they are top of mind with these kids, which is why the FTC, whose job is to protect consumers regarding advertising and marketing campaigns, developed Admongo.
Admongo’s goals are to:
- Raise awareness of advertising and marketing messages.
- Teach critical thinking skills that will allow tweens to better analyze and interpret advertisements.
- Demonstrate the benefits of being an informed consumer.
This multi-media campaign entails a game-based website that involves tweens along with their parents and/or teachers. There are resources and lessons plans online as well as handouts to correspond with the curriculum on the site.
To get started with your kids you can simply visit Admongo and select teacher or parent in the navigation to get an overview of the materials. From there, you will select “play now” and the site launches into an interactive environment where kids can create their own avatar and begin playing the game where they capture points by identifying ads and answering questions.
Is this an effective way to help your kids understand ads and make better decisions?
We would love to hear your feedback! Also to learn more about how advertising affects tweens read: Tweens Targeted By Junk Food Ads