LPWire: Disney Channel To Launch Express Yourself Campaign
Disney Channel to Encourage Communication, Diversity and Optimism in New "Express Yourself'' Messages
Beginning the week of September 9, Disney Channel will premiere new messages in its continuing "Express Yourself" campaign to augment the network's themes of communication, diversity and optimism. Each message encourages young viewers to express their feelings in positive ways and to embrace and accept their differences through tolerance and communication. Coinciding with the events and discussions surrounding the one-year anniversary of the September 11th tragedy, the uplifting interstitials will be seen in an increased rotation during Disney Channel's afternoon and evening programming for kids and families.
The spots, encouraging youth to talk about their feelings, feature among others, Hilary Duff, Hallie Todd and Robert Carradine ("Lizzie McGuire"); Christy Carlson Romano, Shia LaBeouf and Donna Pescow ("Even Stevens"); Kyla Pratt and Paula Jai Parker ("The Proud Family"); Whoopi Goldberg, Melissa Joan Hart ("Sabrina, the Teenage Witch"), Beverley Mitchell (7th Heaven"), Tahj Mowry ("Kim Possible," "The Smart Guy"), Tamera and Tia Mowry ("Sister, Sister"), Frankie Muniz and Bryan Cranston ("Malcolm in the Middle").
To effectively reach its core audience of Kids 6-14, Disney Channel consulted with child psychology experts to create a campaign that is relevant to this demographic. Based upon the recommendations, the campaign does not reference details about specific events, but addresses the ubiquitous feelings of fear and anxiety caused by the tragedy of September 11th and how kids can deal with those feelings.
The original campaign, which was initiated in September 2001, features the network's on-air talent sharing their thoughts on a wide range of topics, including fashion styles, sibling rivalry and personal music tastes and is geared towards Disney Channel's strong kids and tween demographic.
Disney Channel is the first general entertainment television network designed for kids and families. Currently available in 80 million homes, Disney Channel is a division of ABC Cable Networks Group, a subsidiary of The Walt Disney Company.
--Posted August 6, 2002
Source: ABC Cable Networks Group