Getting kids where they're going safely

               Canadian Centre for Child Protection announces
             new public awareness campaign with support from CIBC

    WINNIPEG, June 24 /CNW/ - Get your kids where they're going. That's the
message the Canadian Centre for Child Protection is sending to parents in a
provocative new campaign released today. The advertising prompts parents to
ask themselves important questions about their own children's personal safety.
The goal of the campaign is to remind parents of the major role they play in
ensuring children reach their full potential - growing up smart, strong and
    The pan-Canadian campaign, developed with the support of CIBC, will
include billboards and television and radio advertisements and is being
released this week to coincide with the start of summer holidays - a time when
children spend more time participating in unstructured activities and go on
trips outside of their normal environments.
    "Summer is an exciting time for children, but it also brings with it
risks. Families travel to unfamiliar places, older children are often left on
their own during the days and younger children spend more time outdoors, often
unsupervised," said Lianna McDonald, Executive Director. "While these are
healthy experiences for children, parents need to realize there can be
dangers, so that they can, in turn, educate their children."
    Recent Canadian cases also underscore the need for parents to be vigilant
and involved in talking to their children about personal safety. Being mindful
of situations and behaviour that seem odd and trusting those instincts can
greatly assist in the protection of children.
    "The protection of children is such an important issue and this campaign
will help to raise awareness of the Centre and their critical work in
safeguarding our children all across Canada," said Christina Kramer, Executive
Vice-President, CIBC Retail Markets. "Helping youth achieve their full
potential is a pillar of our community investment program and CIBC has long
been committed to the well-being of children. We are especially proud to
support the Canadian Centre for Child Protection in their efforts to keep
children safe. "
    Parents are encouraged to visit to gather more
information on keeping kids safe. The public can view tips from the Centre's
Kids in the Know program for increasing the personal safety of children and
reducing their risk of sexual exploitation. Safety strategies at are age specific and developmentally appropriate.
    For more information or to access prevention materials and educational
programs parents/guardians can call the Canadian Centre toll-free at
1-800-532-9135 or visit the Centre's website at

    To view English posters, please see

For further information:

For further information: Erin Madden, Public Relations and Event
Coordinator, Canadian Centre for Child Protection, Office: (204) 945-1866,
Cell: (204) 918-7325, Email:

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Canadian Centre for Child Protection

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