Release Date: 2010

Developer: Fleishman-Hillard / The Federal Trade Commission

Admongo introduces young children to ad literacy.


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Created by the Federal Trade Commission and PR agency Fleishman-Hillard, Admongo explores the fact that children spend billions of dollars a year on products and services, and influence billions more in family purchases. Advertising is ubiquitous, and the distinction between advertising and other content in new media — advergames, for example — often is blurred. It is likely that many children may not understand when they are being “pitched” a product or service.

The heart of the learning experience is, an interactive website that teaches core ad literacy concepts through an entertaining game with multiple levels and challenges. A curriculum was designed to equip children with the skills they need to recognize why, where, and how commercial messages are constructed and placed. The game is working its way into classrooms and libraries to assist children in learning this core, 21st century skill.

The Federal Trade Commission


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