CBC and Invest in KidsAs Canada’s most established broadcasting service, the Canadian Broadcasting Corporation (CBC) and Kids CBC, are both committed to serving children. In fact, the CBC makes a point of choosing educational programming for children—its number one morning preschool block revolves around the basic philosophy of Explore, Discover, Learn! That means the CBC encourages children to think imaginatively and critically, take chances and approach life with enthusiasm, optimism and confidence. So while its programming is award-winning, fun and entertaining, it is also beneficial to young children’s emotional, social and intellectual development. Get Set for Life is a national, multi-media initiative which is a successful joint venture between Invest in Kids, CBC television, Canadian Living and Coup de pouce magazines. Get Set For Life harnesses the power of mass media and marketing to get important messages about parenting and child development to parents across the country. Get Set For Life has been growing steadily since 1997 and currently reaches millions of Canadian across the country. It is on Kids’CBC that the animated Zap family bring Comfort, Play & Teach messages and positive parenting ideas to life every morning from Monday to Saturday each week of the year. As well, a live, multi-city show starring Kids’CBC personalities tours across the country annually to bring these important messages to diverse communities across Canada. Invest in Kids is also grateful to partner with the CBC in the second phase of our Positive Parenting public education campaign. In the fall/winter of 2006, a new wave of celebrity-endorsed public service announcements launched, with Canadian celebrities talking about why it is important to parent positively, and be the best parent one can be. In fact, CBC’s Peter Mansbridge, Canada’s premiere news anchor, has generously supported our initiative by appearing in one of the public service announcements. Invest in Kids signature fundraiser, the Battle of the Brains, has been graciously hosted by CBC since 2002, at their flagship Toronto headquarters. For the last two years, we have been honoured to have CBC’s multi-talented, effervescent Evan Solomon act as master of ceremonies of this gala event, always making the evening a delight for all.
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