Kid myths dispelled by PN youth survey

LOS ANGELES: Approximately 38% of girls in grades four through eight have done some form of dieting within the last month to lose weight, and 5% have used laxatives or vomiting to speed up the process.

LOS ANGELES: Approximately 38% of girls in grades four through eight have done some form of dieting within the last month to lose weight, and 5% have used laxatives or vomiting to speed up the process.

LOS ANGELES: Approximately 38% of girls in grades four through

eight have done some form of dieting within the last month to lose

weight, and 5% have used laxatives or vomiting to speed up the

process.



These were just two of the findings unveiled by a recent study conducted

by Porter Novelli’s Youth Marketing practice and communications

specialist Just Kid Inc. Sponsored by the US Center for Disease Control

and the Coalition for Tobacco-Free Kids, the ’Youth Health Styles

Survey’ aimed to mine information about the psychological and emotional

ideologies of kids and teens - something of particular interest to

marketers and PR pros targeting this lucrative demographic.



The survey was administered to 7,000 fourth through seventh graders

across the nation in the spring and fall of 1999. Some of the other key

findings included the following: 89% of kids aged 8-10 say they are

satisfied being the age they are, dispelling the commonly held myth that

kids yearn to be five years older than they are; and two-thirds of teens

surveyed said they agree with and accept their parents’ values.



PN’s LA-based Youth Marketing practice currently represents READ

(California’s statewide literacy initiative) and Bandai America,

marketer of such popular toys as Power Rangers action figures and

Tamagotchi virtual pets.



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