Kids Exercise Their Right to Vote

When today's kids talk about voting, it isn't in context with something they will get to do when they turn 18. Sure, schools still talk up the right to vote for governmental representation, and that this right kicks in when they come of age, but today's kids really understand the impact of voting - and it's because they are actually doing it now.

Talk about empowerment! How cool is it to actually vote for the newest American Idol® - Taylor Hicks or Katharine (Kat) McPhee. Kids had become fans of the Soul Patrol or had caught McPheever. Then the centrics of Power and Freedom were tapped Ð they were given the opportunity to help choose the winner. 13 year-olds were jumping on the bandwagon and calling in their vote on their parents' line - or even on their own cell phones (another story). That day, 63 million votes were cast, 43 million viewers tuned in to the last hour of the finale. Many were kids, tweens and teens, along with their parents. What a celebration of the power of voting!

And not long before Taylor Hicks was voted the newest American Idol, kids voted on a whole cast of their favorite stars. The 19th annual Kids' Choice Awards® proved to be the highest-rated Kids' Choice Awards show ever, with 9.5 million viewers. Over 26 million votes were cast by kids, tweens and teens on-line and via telephone. The show was hosted by Jack Black and featured a bevy of the most popular stars, musicians and athletes (see the list of Kids' Choice Awards winners at right). But voting is something that Nickelodeon doesn't reserve for just this event. Their popular show, U-Pick Live, hosted by crazy couple Brent and Candace and the picking superhero (or super zero ) Pick Boy, features hosted, live, on-line vote casting to determine what Nick show to air next.

From the next color of M&M's® to America's newest star, kids are participating and engaged in making their vote heard.

WonderGroup's Perspective

Today's kids are not shy about making choices. In fact, they expect to be heard and expect that their opinion can make a difference. This is supported by the new parenting style of today's parents (check out The New Super Consumer: Mom & Kid, available at www.paramountbooks.com), as well as kids media and kids marketers. Savvy marketers are providing opportunities for relationship-building moments, and offering kids a say or vote, and carrying through on that decision can be very powerful. From promotions to actual product innovations, kids are being given a vote and they feel empowered by the brands that allow them to participate. The internet, cell phones and many youth media all provide channels that allow for participation in the form of voting. And as we have discussed, voting is not only important for selecting the next President of the United States, but to kids, voting may be even more important in selecting the next flavor of Pop Tarts®.