The young Naturalist Foundation, publisher of OWL and Chickadee magazines for children, has teamed up with The Toronto Sun, the Royal Ontario Museum, Ontario Hydro and Eaton’s department stores in a series of joint promotions.
Eaton’s is selling the foundation’s new book, Canadian Endangered Animals, with part-proceeds going to the World Wildlife Fund.
Support
Support for the department store’s effort includes 3.2 million newspaper inserts, a direct mail drive for Eaton’s customers, and in-store signage and displayers in children’s wear, shoes and stationery departments.
The first prize in the Power Saver writing contest created by Ontario Hydro is an appearance on F.R.O.G., the children’s science tv series produced by OWL Television and broadcast on TVOntario and other educational networks.
The contest has been promoted in Toronto Life magazine, in radio announcements and by poster.
F.R.O.G. program
Ontario Hydro is using the F.R.O.G. programs to educate children during school appearances and on visits to Ontario Hydro power plants.
On Oct. 18, at the Royal Ontario Museum in Toronto, there will be a Dino Family Sunday to promote the foundation books, The Dinosaur Question and Answer Book, Dragon in the Rocks, and Two Dozen Dinosaurs.
Pre-promotion by the museum will include a direct mail campaign to its members and to the press, and on-site signage.
Contest
The Toronto Sun will create a contest for the dinosaur display, advertising a month before the event.
The Young Naturalist Foundation’s magazines, OWL, for children aged eight to 12, and Chickadee, for youngsters three to eight, have a combined circulation of 200,000 in Canada, most of it subscriber.
Added to licensed versions of the magazines in France, Italy, Sweden, Norway and Denmark, OWL and Chickadee have a total subscriber and newsstand circulation of 500,000.
