Advertisers are proving reluctant to sign up as sponsors for school
exercise books because they fear being seen as exploiting young
A drive by the National Confederation of Parent Teacher Associations to
boost its JazzyBooks sponsored school exercise book programme has run
into difficulties because of the wariness of potential sponsors.
The National Confederation of Parent Teacher Associations aims to
increase the number of books sponsored from two million to 20 million,
which it claims would save schools pounds 10m. So far 2000 schools have
embraced the scheme and a further 13,000 are poised to come on board,
claims the organisation.
Lasting Impressions, the company charged with finding sponsors reported
that despite ’a lot of interest’ there was a high degree of
’conservatism’ among potential sponsors. Lasting Impressions is believed
to have approached BT, Kellogg and Schweppes.
Despite criticism about the ethics of advertising to children,
JazzyBooks has attracted advertising from C&A, Sainsbury’s, SmithKline
Beecham and The Prince’s Trust since being launched in May last year.