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A much-anticipated movie, "The Chronicles of Narnia: The Lion, the Witch
and Wardrobe" will undoubtedly introduce (and reintroduce) millions of
children to the wonderful world of Narnia. At a time when childhood obesity is a major public health problem,through product tie-ins, the film is promoting junk food. At a time whenchild development experts are concerned about the commercialization of
play, a slew of Narnia-themed toys will accompany the film's release.

The good news is
that the commercialization of "The Chronicles of Narnia" offers an excellent starting point for a discussion about the impact of marketing
on children

Read More by Josh Grolin of CCFC


Campaign For A Commercial-Free Childhood is a national coalition of health care professionals, educators, advocacy groups and concerned parents who counter the harmful effects of marketing to children through action, advocacy, education, research, and collaboration. They support the rights of children to grow up – and the rights of parents to raise them – without being undermined by rampant consumerism.


The NYC Grassroots Media Conference, February 11-12
The fight for media democracy will not be won by academics, or lobbyists, or people representing one race, class or gender working separately.

In order to effect change in the control and access to media, grassroots leadership is needed from diverse constituencies who understand that access and fair representation in the media is essential for realizing victories in social justice.

The NYC Grassroots Media Conferences have convened thousands for a weekend of workshops, skills-sharing, dialogue, debate and strategizing sessions about media making, media policy and how to use media to forward social justice campaigns.


Companies spent an estimated $10 billion in 2004 marketing food and beverages to children.

About one-third of children's daily calories comes from food consumed outside of the home.

Children ages 2 to 15 influence the purchase of about $500 billion worth of food and beverages a year.

SOURCE: Institute of Medicine




Looking into the future and analyzing the past year, The Hollywood Reporter stated it well-- "If 2005 was the year that digital broadband technology took the media and entertainment industries by surprise, then 2006 will be the year it takes control." We couldn't agree more. In the coming years the digital transition literally requires out-of-the-box thinking. 2005 was the year of a digital media frenzy, and 2006 is likely to be about empowering consumers—and that's big business.

The incredible media landscape is unfolding in front of us and it's a major asset for social and cause marketing. Broadband, video, podcasts and other new media tools will prove to be the key to delivering impactful social issue messages and personal stories to broader audiences. Organizations implementing this new media model will have an opportunity to move many more constituents, donors and funders to support, act and create change.

Voices of Hope Productions
was founded to educate, engage and encourage nonprofit organizations, educators, parents and youth to become media savvy. By thinking critically about the media, using sophisticated strategies, technologies and methodologies, individuals and organizations can navigate the new media landscape as effectively as corporations and news organizations.

As well as tracking media trends, this issue of | THE EYE | includes some 'food-for-thought' to contemplate. Having just returned from the West Coast—LA, Hollywood, Laguna Beach, Santa Barbara, San Diego and La Jolla, this issue includes information from a somewhat west coast

Happy New Year!

View Photo Gallery


>>>>ON MEDIA >>>> 5 VOICES

Book: Eat, Drink, and Be Healthy
Drawing on the latest nutrition research, Dr. Willett and his colleagues have written Eat, Drink, and Be Healthy as an alternative - and antidote - to the flawed USDA Pyramid. Willett cogently explains how proper nutrition contributes to better health and longer life. The book describes exciting new work on the cardiovascular benefits of n-3 fatty acids, which are found in nuts and some oils; on the cancer-fighting substance lycopene, found in tomatoes; on the potential hazards of consuming too much calcium; and on the value of a daily multivitamin.
Website: 2nd Annual a Menu for Hope ll Campaign A group of food bloggers are raising funds to support the victims of the devastating earthquake in the Kashmir region of India and Pakistan. If you're a true foodie a $5 donation is eligible for a virtual raffle prize. Each participating food blogger has donated a prize for the raffle. The funds will be collected by Unicef with over $17,000 collected. Prizes were announced on January 1st.
Audio: Grammy-nominated jazz guitarist and New Age artist Craig Chaquico is one of music therapy's most avid supporters. Craig's personal belief in the power of music, as well as his deep respect for, and understanding of, the work that music therapists do have led him to become one of music therapy's most dedicated advocates. Several of his albums have been #1 on Billboard's New Age chart.

Film: The Future of Food offers an in-depth investigation into the disturbing truth behind the unlabeled, patented, genetically engineered foods that have quietly filled U.S. grocery store shelves for the past decade. "We used to be a nation of farmers, but now it's less than two percent of the population in the United States.- Judith Redmond, Full Belly Farms.

Magazine: Gastronomica - With its diverse voices and eclectic mix of articles, Gastronomica uses food as an important source of knowledge about different cultures and societies, provoking discussion and encouraging thoughtful reflection on the history, literature, representation, and cultural impact of food.


>>>>>2005-2006 | MEDIA TRENDS
In the Now: Mining Misinformation. News stories and research are getting out on the internet in nanoseconds, but watch out, journalists at traditional newspapers always had the time to develop well-researched and fact-checked stories. With citizen journalism, blogs and increased pressure to get the news out fast—it gets out wrong, as we've seen recently, with the West Virginia Coal Mine explosion. Rely on well-respected sources for news.

2005: Broadband, a growing phenomenon. 60% of all U.S. home computers are now operating with broadband allowing more video content to agressively flow. However, broadband adoption is highly dependent on socio-economic status. Almost 60 percent of households with incomes above $150,000 have a broadband connection, while less than 10 percent of households with incomes below $25,000 have a connection.

Product placements were sly. Mercedes-Benz and Gucci are mentioned in 50 Cent rap songs, in fact 50 Cent dropped 19 brand names into his songs this year, a big jump from the 5 he mentioned last year. Club crackers, Cheez-its, Nutri-grain bars and Star-Kist tuna showed up in CBS episodes of "Yes Dear" and the NBC show "The Apprentice" seemed created merely as a one hour product placement. American Idol had an average of 83 product placements per show.

In the Future: Microsoft, IBM, Intel, AT&T, and others are developing technologies to make it easy to watch Internet programming—much of it yet to be produced—on in-home TV sets.

In the Future: High Tech Star 'Google' is positioning itself to be the leader in everything media including the sale of a Gooogle PC with it's own proprietary operating system. Traditional media may be running scared...

In the Future: By 2010, podcast downloaders will reach (median estimate) 60 million, with 18 million a week.

Read more Media Trends

La Jolla Friends of Seals is a non-profit all-volunteer organization that was established in 1999 to offer protection to the La Jolla Harbor Seal Colony and education to the public through its Naturalist-Docent Program, “Friends of the Seals.” Casa Beach (or Children's Pool) is a rich, natural setting with harbor seals on the beach, gray whales and bottlenose dolphins offshore, brown pelicans on the rocks, cliff swallows darting about, ground squirrels on the bluffs, a wealth of invertebrate life in the tidepools and even an occasional sea lion or elephant seal making an appearance on the beach.

-- Watch in streaming video--
La Jolla Seals Video | Quicktime

La Jolla Seals Video | Windows Media

For many years there has been controversy about the appropriate use of the Casa/Children's Pool Beach with conflict between those who wish to destroy the harbor seal colony and those who wish to preserve it.


Caroline E. Meyer, Washington Post | Food and beverage companies are using television ads to entice children into eating massive amounts of unhealthful food, leading to a sharp increase in childhood obesity and diabetes, a national science advisory panel said yesterday. The Institute of Medicine, part of the National Academies, called on food and beverage manufacturers and restaurants to make more healthful products and shift their advertising emphasis to promote them. If the companies do not do so within two years, Congress should mandate changes, especially for broadcast and cable television ads, the institute said. Read Story
Read Institute of Medicine's Reccomendations

A few months ago we reported on the DOVE campaign and stated that their approach was soon going to be used by other companies. Editors at teen fashion magazines illustrate the growing trend of showing real-life-sized models. according to an article by Colleen Long from the Associated Press. Mixed among the pages of dazzling celebrities and rail-thin models that dominate fashion and teen magazines is a surprising sight: young women with thick thighs and flabby abs. In Seventeen, Teen People, CosmoGirl! and Teen Vogue are bathing suit sections partly illustrated by less-than-perfect figures and tips on maximizing assets and minimizing defects. Editors say they are using more average women and fewer models to reflect changing body types and to help self-conscious teens see that not everyone is perfect. <<Read Article>>

The September 2005 issue of CosmoGirl (owned by Hearst Publications and aimed at pre-teen and teen girls) contained a disturbing and harmful advertising insert for Dior's "Addict 2" perfume. The ad features a model dressed in "little girl" clothing, made up to appear as though she's under the influence of some chemical substance, and posed in a posture suggesting sexual "availability." See ad and take action on this important issue.

Voices of Hope Productions
is dedicated to educate and invoke social change through documentary filmmaking and media literacy.

Voices of Hope Productions—Leaving a Legacy within our Lifetime...

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