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Mar 25, 2009 11:28 pm US/Eastern
Dade Schools To Allow Corporate Ads On Campus
Broward School District Is Also Considering The Measure
MIAMI (CBS4) ―
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Do you agree with the Miami-Dade School Board decision to post commercial advertising in schools in order to create more revenue?
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You may have seen a banner or two at your child's school in the past, but the Miami-Dade School Board has approved a change in policy that is opening advertising up inside schools in a whole new way. Advertising agencies are now allowed to sell corporate ads in schools throughout the district. Kids will soon see ads at school urging them to buy everything from cell phones to I-Pods.
If your child goes to a public school in Miami-Dade they'll soon see corporate ads in the hallways, in the cafeteria, and billboards on school property, and Broward Schools could be next.
Matt Brown of Global Media Technologies says, "We can reach a targeted audience of students." His is just one of many companies trying to get his ads in schools. His company wants a contract to put giant cell phone and laptop charging stations in schools, complete with a 17-inch LCD screen and a static backlit billboard.
Christina Ostergaarde of Action Ads has already submitted a proposal to install backlit signs, scrolling 15 different ads in every high school in the district. She says they'll help the kids: "These are advertisements for their benefit. This is nothing that would detriment them in any shape or form."
Why would the District allow schoolchildren to become a way to boost company sales? This new policy will generate millions of dollars for athletics and extracurricular activities, in a time when even the basics are tough to fund.
Michael Krop Senior High School student Katie Condon told
CBS4 Reporter Natalia Zea that she loves the idea. "Really the budget is hurting right now, and we need to do whatever we can," said Condon.
Palmetto High School Senior Chris Fisk agrees: "I think it's a great idea, I think we need the funds. Why not?"
But parent Michelle Rivero says her young son's attention shouldn't be for sale at school.
"I don't think they should advertise to kids- it's not good," said Rivero. "It should just be school, they come to learn and that's it."
While Fisk supports the plan, he feels the advertisers should be very careful with younger students. "They should limit or restrict what they advertise in elementary schools."
The Miami-Dade School Board agrees with Fisk. The ads have to be age appropriate, and they have to stick to school policy- no junk food or soda, no profanity, and no politics or religion.
In some cases the revenue generated by the ads will go to the particular school where the advertisement is located. In bigger, multi-school contracts, District officials will decide how to split the money.
Broward County Schools are also looking into this, and other advertising ideas.
CBS4 wants to know your opinion on this controversial issue. Please take a moment to vote in our web poll on this topic on the right hand side of your screen.
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