VBS adds fifth advertiser to healthy living campaign

by Fiona Ramsay, Media Week 09-Jul-08, 14:50

LONDON - Viacom Brand Solutions (VBS), the ad sales house for MTV and Nickelodeon, has signed up its fifth advertiser in its "Force for Good" campaign to help advertisers who support healthy living for children.

VBS has teamed up with outdoor retailer, Atomic Sport, to launch spots showcasing the "Free Jumper" range of anti-gravity outdoor footwear for kids.

The campaign will run exclusively on Nickelodeon and will be aimed at the channel's eight to 12-year-old audience.

Through the "Force For Good" initiative, VBS has agreed to double the TV ad exposure of qualifying clients by matching their expenditure at no extra cost.

In May, VBS signed a deal with Good Natured as part of the initiative to promote fruit alternatives for children, and followed this up later in the month by partnering ethically produced fruit squash, Rocks Organic.