SCHOLASTIC SELLING KIDS ON TRINKETS, NOT BOOKS

For many of us, Scholastic's book clubs played an important role in our childhood by providing the opportunity to purchase low-cost, high-quality literature in schools. We remember the excitement of thumbing through the monthly flyers to make our selections and the thrill when our orders arrived.

But something has changed. Scholastic's book clubs have become a Trojan horse for marketing toys, trinkets, and electronic media-many of which promote popular brands. A review by Campaign for a Commercial-Free Childhood (CCFC) of Scholastic's elementary and middle school book clubs found that one-third of the items for sale are either not books or are books packaged with other items such as jewelry and toys.

CCFC reviewed every item in Scholastic's 2008 monthly Lucky (for grades 2-3) and Arrow (grades 4-6) book club flyers. Of the items advertised, 14% were not books, including the M&M's Kart Racing Wii videogame; a remote control car; the American Idol event planner; ("Track this season of American Idol"); the Princess Room Alarm ("A princess needs her privacy!"); a wireless controller for the PS2 gaming system; a make-your-own flip flops kit ("hang out at the pool in style"); and the Monopoly® SpongeBob SquarePants™ Edition computer game. An additional 19% of the items were books that were marketed with additional toys, gadgets, or jewelry. For example, the book Get Rich Quick is sold with a dollar-shaped money clip ("to hold all your new cash!"); the Friends 4 Ever Style Pack consists of a book and two lip gloss rings; and Hannah Montana: Seeing Green comes with a guitar pick bracelet.

The opportunity to sell directly to children in schools is not a right. It's a privilege - and an extremely profitable one at that. Last year, Scholastic's book clubs generated $336.7 million in revenue.

It's bad enough that so many of the books sold by Scholastic are de-facto promotions for media properties like High School Musical and SpongeBob. But there's no justification for marketing an M&M videogame or lip gloss in elementary schools. Teachers should not be enlisted as sales agents for products that have little or no educational value and compete with books for children's attention and families' limited resources. If Scholastic wants to maintain their unique commercial access to young students, they need to do better.

In the past Scholastic listened to the concerns of parents. When 5,000 wrote to them demanding that they stop promoting the highly sexualized Bratz brand in schools, they discontinued their Bratz line. It's time to consider the danger of Scholastic's marketing and promotion practices in schools and voice your concerns.

Visit the CCFC website to let Scholastic know it's time to return to selling books - and only books - through their in-school book clubs.

VOICES SELECT | FILM | DARFUR NOW

Change starts with ordinary people doing extraordinary things.

DARFUR NOW is a story of hope in the midst of one of humanity's darkest hours – a call to action for people everywhere to end the catastrophe unfolding in Darfur, Sudan. In this documentary, the struggles and achievements of six different individuals from inside Darfur and around the world bring to light the tragedy in Sudan and show how the actions of one person can make a difference to millions.

Written and directed by Ted Braun, the film explores the Darfur conflict through the first-hand experiences of Don Cheadle, Hejewa Adam, Pablo Recalde, Ahmed Mohammed Abakar, Luis Moreno-Ocampo, and Adam Sterling. Executive Produced by Jeff Skoll, Diane Weyermann, Omar Amanat, Matt Palmieri, Gary Greenebaum and Dean Schramm. Produced by Cathy Schulman, Don Cheadle and Mark Jonathan Harris. Here are examples of just 2 of the people highlighted in the film:

• At 24 years old, Adam Sterling is just of one of many young people involved in the fight to help the people of Darfur. A UCLA student whose Jewish grandmother fled Nazi Germany, Adam learned about the situation in Darfur and felt he had to do something. Despite his youth and inexperience in the political arena, he works to get a bill passed that will keep California’s State funds out of Sudan. Amazingly, Governor Arnold Schwarzenegger signs the bill.

• Hejewa Adam had been a mother who dreamt of going back to school until her West Darfur village was attacked and destroyed by Janjaweed militias and government forces. When she fled, her three-month-old son was beaten to death as he clung to her back. She faces two choices – abandon her home forever or join the rebels to bring justice and peace back to Sudan. Determined to help defend the Fur people of Western Darfur, Hejewa joins the rebels.

In addition to these six people, the film also features His Excellency Abldalmahmood Abdalhaleem Mohamad, Sudan’s Ambassador to the United Nations in New York. A career diplomat, His Excellency articulates Sudan’s position on the Darfur crisis from the perspective of a government that feels it has not been fairly characterized by the world’s media. The struggles of each these individuals outlines a different facet of the ongoing crisis in Darfur – but they all point to the need for immediate action. Each story is an inspiration for ordinary individuals to become involved to resolve the conflict and bring hope and peace to the people of Darfur.

WHAT YOU CAN DO:

OPENS TODAY - See the Movie and Spread the Word.

Showtimes and Locations

Lincoln Plaza Center, 1886 Broadway, between 62nd and 63rd
The Angelika Film Center, 18 W. Houston St. at Mercer St.

CONTACT YOUR LEGISLATOR
Tell your lawmaker that you want the genocide to stop. Call 1-800-genocide and connect instantly with your lawmaker.

VOICES | SELECT | FILM

Starting tonight, on Home Box Office, the documentary film "ADDICTION" will be previewed, and will be broadcast numerous times throughout the month. Some cable broadcasters will also be participating with a free HBO weekend starting on March 17th. HBO, in conjunction with the Robert Wood Johnson Foundation, the National Institute on Drug Abuse and the National Institute on Alcohol Abuse and Alcoholism, has put together a campaign to educate Americans on drug and alcohol addiction. The campaign highlights the understanding of drug and alcohol addiction as a disease of the brain. The campaign centers on the 90-minute documentary and will proceed to broadcast a series of interviews with leading addiction experts throughout March.

OWN THE HBO SERIES ON DVD AND HOST A HOUSE PARTY ANYTIME

The four-disc set includes topics such as The Adolescent Addict, The Science of Relapse, Parents of Opiate-Addicted Children, The CRAFT Approach to treatment and Brain Imaging are explored to show the complexities of both addiction and recovery. Three discs of additional content are provided that will not premiere on the network. An interactive Addiction: Communities Take Action website will arm communities with tools, including a hosting toolkit and viewer's guide, to support their efforts. Purchase your DVD for year-round screenings and community gatherings with family, friends, neighbors and colleagues.