Site to destroy brand myths among kids

The former head of a PR agency which peddled some of the world's biggest brands, today launches a site aimed at opening childrens' eyes to marketing myths. If successful, the online initiative could have the likes of Coke and McDonalds quaking in their corporate boots.
...The growing tide of concern about issues such as the contribution advertising makes to rising child obesity levels have featured heavily in the headlines over the last year, and broader concerns about the ethics of advertising to children are also behind the iknow initiative.
Ward says: “Brands are products that have been given personalities that aim to make the consumer feel better about themselves.
Children have very little awareness of this process. Therefore the pursuit of the most fashionable and expensive brands can cause debt in the home, the exclusion of friends from the social circle, playground bullying, depression, theft and even inhibit the development of a child’s personality.”