End the Exploitation of Children's Creativity

Kmart is cashing in on teen creativity in a new back-to-school marketing ploy. Recent news accounts report that Kmart has initiated a do-it-yourself commercial contest for teenagers to promote its new fashion lines. The marketing campaign is tied in with “High School Musical: Get in the Picture,” a reality series popular with the valuable tween demographic.

Kmart encourages entrants to show off their “back-to-school style” and how Kmart helps them achieve it. The winning commercial will be aired during the “High School Musical: Get in the Picture” finale, and the winner will receive a five-day trip to New York City to visit Kmart’s design center, a $1,000 Kmart gift card and a Flip Video Ultra camcorder.

Participants in submitted videos verbally endorse Kmart and their new fashion lines, and one of the judging criteria is the use of Kmart merchandise.

Tell Kmart not to exploit children and teens to sell clothing.