Childhood is Calling

With the current barrage of underage starlets making news for naughty nights and the ubiquitous sexy ad campaigns at every turn, it's refreshing to see at least one corporate giant not falling prey to the trend.  Though it might be difficult to sell cereal with sex, I am betting the idea has crossed the table over at Kellogg's®.  I feel refreshed after viewing their new campaign for Rice Krispies®, cleverly entitled Childhood is Calling™.

If you haven't seen their newly launched website, it's worth checking out.  Viewers are still greeted by old friends, Snap!, Crackle! & Pop!® (did you know these guys are 76 years old??!!) as well as that blue background synonymous with the childhood fave, but what's different is the message.  Contrary to what we are seeing too much of in the media lately, the idea of the campaign is "letting kids be kids."  Apart from selling Rice Krispies® cereal, Kellogg's® is doing its part to bring families back together by creating a program called Operation Spark.  Together with non-profit organization Playing For Keeps, Kellogg's® Operation Spark mission is "to provide insights and advice about how to strengthen the family connection and turn everyday moments into quality time."

Like I said, refreshing. 

It's a big concern for parents today, myself included.  Families just don't spend the same kind of quality time together as they did when we were kids.  Technology, overscheduling and the general overactive lifestyle has seeped into our families to become the 5th member (or 4th or 6th or 7th...).  Operation Spark simply offers tips on how to make the most of family time.  Ideas such as how to make the most of meal time, play time and night time purely reminds us how to maintain that vital bond with our kids.

A pretty good idea, don't you think?  Couple that with the fact that these guys invented the Rice Krispie treat, and I'm sold!