The campaign, sponsored by L.A. County Department of Public Health, was almost a year in the making, and forced our agency to rethink everything we thought we knew about advertising and cause marketing.

I just published an article for MediaPost’s EngageTeens column on the approach that led to the creation of We’re Fed Up… you can read it here.

Jose Villa

A recent Nielsen study has substantiated what most of us digital marketers knew reflexisively – kids are online more than ever before.

According to Nielsen, as of May 2009, the kids ages 2-11 now represent an online audience of over 16 million, or 9.5%of the active online universe.

Not only are kids going online in larger and larger numbers, but they are spending tons of time online.

According to Nielsen, kids 2-11 spent nearly seven hours online per month five years ago vs. 11 hours a month in 2009, with boys spending slightly more time on average than girls. That disparity is perhaps most evident in online video viewing, as boys accounted for 61 percent of video streams among kids on the Web.

Jose Villa