Alliance for Young Artists
& Writers*
Developed by
Scholastic Inc.
*A not-for-profit group sponsored by Alex. Brown & Sons, Inc., Binney & Smith, The Cooper Union Center for Design & Typography, Goldman, Sachs & Co., The Hallmark Corporate Foundation, The John F. Kennedy Center for the Performing Arts, The New York Times Community Affairs Department, The M.R. Robinson Fund, Scholastic Inc., and Strathmore Paper Company

Scholastic Art & Writing
Awards/
Alliance for Young Artists & Writers
ART & WRITING MULTIMEDIA CONTEST

An annual event open to all U.S. and Canadian students in grades 7-12. Kids create original artwork or writing in about 2 dozen categories. High school seniors may submit a portfolio of their work. Approximately 250,000 entries are received each year.

Various prizes in Junior and Senior Divisions, including $5,000 college scholarships.

Not commercial. Sponsors are named but no products are pushed.

Almond Board of California
Developed by
Scholastic Inc.

Almond Angel Awards Contest
WRITING/
IDEA CONTEST

A national contest for students in grades K-9. Students are asked to write a "little idea that can make
the world a lot better" in one page
or less. A drawing of the idea is encouraged, but not required.

10 winners (5 in grades K-4; 5 in grades 5-9) with one adult each to be flown to Washington, D.C. in the spring of 1995, where a Grand Prize idea will be chosen. Grand Prize Winner gets a $1,000 savings bond; winner and his/her teacher each get a computer. Grand Prize winner's school receives $500. Other first-place winners each receive a $500 savings bond. All 10 winners and their teachers receive a learning software library. Each participating classroom receives California Almond Snack Packs. The Almond Board will donate up to $100,000 to make the Grand Prize Winner's idea come true.

Commercial. The sponsor's product is part of the title and is identified with the contest. Sponsor's product is also involved with the prizes. The Almond Board logo appears on the poster and the letter to the family and the Board takes several opportunities to push the eating of almonds. In the letter to the family, which spells out the contest rules, the Almond Board explains, "We're not looking for a complex answer to a world problem -- just a little idea that can add a lot to our lives. Just like little almonds add a lot to the foods we enjoy every day." In addition, the Board offers some "little ideas" for some nutritious snacks -- and, not surprisingly, each includes almonds.

American Express

Our Earth Didn't
Come With Instructions (Fortunately That's Half The Fun)
GEOGRAPHY
CONTEST

Annual contest for grades 6-12 in which individual students or student groups examine a geographic issue or problem of their choice concerning travel and trade, cultural diversity, or the environment. Using maps, surveys, interviews, charts, and graphs, they collect and analyze data, draw conclusions, and submit their completed project.

"First, Second, and Third Prize projects get $7,500, $5,000, and $2,500 respectively. The winners and three National Finalists from each category also win a Goode's World Atlas compliments of Rand McNally."

Low commercialism. American Express does not push its card or travel services. Entries not part of any publicity campaign, and prizes are checks from American Express. One category of contest is "Travel & Trade," where contest rules suggest that "Projects in this Category look at how travel and trade influence the geography of a place or region--or vice versa. They also can examine how the global market or tourism affects a specific place" but nothing sponsor-specific is mentioned.

AT&T Bell Labs

Personal Communicator Contest
SCIENCE/
TECHNOLOGY
CONTEST

One-time contest ran in conjunction with a TV program. Targeted audience was 5th- to 10th-graders, but open to all students. Students designed futuristic ways of communicating with each other.

Winning design shown on TV program. Winners' class talked with sponsor's vice president via two-way video link. Second prize was his book.

Commercial. Contest had direct tie-in to TV show, which was, in essence, an infomercial for AT&T. Prizes were books by AT&T scientists and conversations with the same using AT&T technology.

BIC Corporation
Developed by Lifetime Learning Systems

Getting on
the Right Wavelength
WRITING
CONTEST

Annual essay-writing contest included as part of a sponsored creative writing program. Open to all 11th- and 12th-graders in the U.S. Students write 200-word essay, "If I Could Have One Wish." Invitation to participate included in BIC's SEM of the same name (see page 56).

Grand prize winner receives laptop computer with word processing software (valued at $3,000); other prizes range from $500 and $100 in cash.

Commercial. Entrants must sign an affidavit allowing their names to be used by the sponsor for publicity purposes. Sponsor's name and logo are not part of the entry form, and product is not directly hyped, but The Right Wavelength refers to a larger publicity campaign, which includes a highly commercial SEM.

California Table Grape Commission

Project Environment Contest
WRITING AND ART CONTEST

Annual essay and poster contest in which students in grades 4-6 "can express their views on nature." They can "address concepts such as what nature is, where we can find nature, and what we can do to improve our natural environment."

National Grand Prize and four regional first, second, and third place prizes. National Grand Prize is $500 and a mountain bike and helmet; first prize is mountain bike and helmet; second prize is binoculars or dome tent; third prize is a camera or a sleeping bag.

Commercial. Sponsor's name and logo on poster, teacher materials, and student materials. No purchase of products or hyping of products involved with contest, but entrants become part of publicity campaign. Contest seems to promote the eating of grapes.

Delta Air Lines
with WGBH, Boston and WQED Communications

Delta's World Adventure Challenge with Carmen Sandiego
GEOGRAPHY/ WRITING CONTEST

An international geography essay contest based on the popular PBS TV series Where in the World is Carmen Sandiego? Contest challenges students in grades 4-7 to
1) choose and describe something important from their town or city that Carmen's gang might steal (the loot) and how the theft affects the town, 2) choose and describe a city where the loot was taken by Carmen's gang and what happened when the city got the loot, 3) describe how they followed the crooks to the new city (the route) and recovered the loot. Students must create two maps or drawings that help describe the action. Contest ends March 1, 1995.

Prizes for students and teachers: a trip aboard Delta to New York City to see a taping of the TV show; "gift packs" including a savings bond, software, games, toys; grand prize student winner gets trip for four to "any of Delta's worldwide destinations."

Commercial. Sponsor's product involved with prizes. Delta is hyped (as the "official airline for kids") and if entrants are not familiar with the Carmen Sandiego TV series they will be lost. Contest obviously good publicity for Delta. The corporate name and logo appear on all materials. Sponsor's contest ad tells teachers they will "receive a travel coupon good for a discounted flight on Delta" when they call to request an entry form for the contest. Promotional value to sponsor of contest high.

Discover Credit Corp.
Developed by
Scholastic Inc.

Your Band, Your Plan Sweepstakes
BUSINESS/ ECONOMICS
CONTEST

Contest open to all kids in grades 9-12, but entry forms can only be obtained from Scholastic magazines. Kids challenged to create a plan or plans for forming and marketing an imaginary musical band.

Contestants can complete one of five plans and be in the running for a $1,000 cash prize plus 100
T-shirt prizes; if they complete all five plans, they're in the running for the grand prize of $1,000 in cash plus $1,000 in gift certificates from their favorite record or stereo store.

Commercial. Student entries become part of publicity campaign. Sponsor's name/logo used for more than title (prominent on all materials promoting contest), though product not hyped. More than small amount of advertising for sponsor on materials.

Discover Credit Corp.
Developed by
Scholastic Inc.

Be a Sports Entrepreneur
BUSINESS/ ECONOMICS CONTEST

Students were asked to plan a sports tournament, decide on the sponsors and resources needed to put it on, and write letters enlisting help from the sponsors. They could work alone or in teams of up to 3 members. Contest information came as an insert in Scholastic's magazine, Choices (10/94) and was part of a "real world" teaching unit. Contest rules told students to "list any Scholastic magazines you use in class."

Each member of the winning team got $1,000. Teachers were eligible to "receive free software," Scholastic magazines, time on Scholastic's on-line computer network, or "$100 worth of books or magazines."

Low commercialism. Sponsor's name used in title of program, not title of contest. Logo not used at all on contest piece, discreetly placed on SEM cover. No product hyped. Entrants work not part of publicity campaign.

Du Pont
with General Learning Corporation and National Science Teachers Association (NSTA)

Du Pont Challenge: Science Essay Awards Program
SCIENCE/
WRITING
CONTEST

Annual contest in which students are challenged "to create an essay describing a significant challenge in science." Wide range of subject areas. Open to all U.S. and Canadian students in grades 7-9 (Junior Division) and 10-12 (Senior Division).

Cash prizes from $1,500 to $50. First-place winners, one parent, and their science teacher are rewarded "with an all-expenses-paid VIP trip to Space Center Houston."

Low commercialism. No mention of sponsor's products on any materials. No use of entries for publicity purposes. Sponsor's logo appears on poster and name is used in more than title.

Duracell
with National Science Teachers Association (NSTA)

Duracell/NSTA Scholarship Competition
SCIENCE
CONTEST

Annual competition for kids in grades 9-12. Kids design and build a battery-powered device that can "educate, entertain, or make life easier in some way," submit an essay, wiring diagram, and photo of their device. They exhibit and demonstrate their devices at NSTA's annual convention. 100 winners each year.

Prizes range from $20,000 to $100 in U.S. Savings Bonds. Sponsoring teachers can win computers, NSTA publications, and Duracell gifts. First- and second-place winners, their families, and their science teachers are Duracell's guests at an awards ceremony.

Commercial. Sponsor's products not involved with prizes, but are required of entries (devices must run on Duracell batteries). Entries are used for publicity purposes-- contest rules state that winners must attend awards ceremony in order to receive their savings bonds.

Edison Electric Institute
with The Max McGraw Foundation and the National Science Supervisors Association (NSSA)

Thomas Edison/Max McGraw Scholarship Program
SCIENCE CONTEST

Annual scholarship contest. "Open to all students in grades 7-12 with an interest in science and/or engineering." Students write proposals of 1,000 words or less about "a completed experiment or
a projected idea which would have practical application in the fields
of science and/or engineering."

Prizes include $6,000 and $3,000 scholarships, trips to Chicago for
the final judging, and awards of $1,500-$750.

Not commercial. No corporate sponsor or product identified, no hidden promotions for energy community involved.

General Motors
Developed by Lifetime Learning Systems

"Baseball, Me, My Family & Friends" Student Essay Contest
WRITING
CONTEST

One-time contest open to students in grades 5-7. Kids were asked to "write a story, poem, or essay (200 words or less) telling what baseball means to you, your family and friends."

Regional prizes included a $1,000 savings bond. Contestants also got "the chance to win one of two college scholarship contributions from General Motors worth $10,000 at maturity."

Low commercialism. No product needed to participate. GM logo on some materials, but no GM product mentioned. Did promote PBS special which was sponsored by GM, but didn't promote PBS. Contest was a tie-in with sponsor's 9-part PBS series about baseball.

Greater New York Savings Bank (The)

"Draw Your Dream" Contest
ART CONTEST

Open to "New York school children who are learning about the value of money and [long-term] saving." Each child draws a picture that completes the statement, "If I save a lot today, in the future I could..." Currently, 1,000 students in 22 schools in the New York City area participate. Part of SEM program "Kid's Bank."

Winners receive a $50 deposit into their "Kids' Bank" account; semi-finalists receive a $25 deposit. All participating students receive a $1 "Kids' Bank" account at the bank and their entries "will be displayed in local branches" of the bank."

Commercial. Product is involved with prizes. Sponsor's SEM is promoted. Entries displayed in bank branches. Contest seems to have been designed to get kids (and their parents and teachers) into branches of The Greater New York Savings Bank and to encourage kids to open (and add to) "Kids' Bank" accounts.

Johnson Controls
with the National Energy Foundation and others

TEAMS (Total Energy Action Management in Schools) Energy Policy
SCIENCE/
ENVIRONMENT CONTEST

Annual school program that encourages 6th-8th graders to explore energy use and efficiency in and around their schools. Students draft actual energy plans for submission to a national contest.

Winners receive cash prizes of up to $5,000 and local and national recognition. This year's grand prize winners receive trips to Japan to serve as youth representatives on the 1995 World Energy Congress Council.

Not commercial. Sponsor's name used in title only. Kids not part of any publicity campaign. Sponsor's product not identified.

Kudos Brand/ Mars, Inc.

"Dig Into Your Food" Contest
WRITING
(Rap, Rhyme, or Song) CONTEST

Annual contest in which students write a "poem, rap, or rhyme on nutrition in 50 words or less."

First prize winner receives a $500 savings bond and his/her school food service operation receives $500 cash. One hundred runners-up will each receive a Kudos Brand
t-shirt.

Commercial. Sponsor's trademark prominent on student poster and name is mentioned frequently. Winners must release entries for publicity purposes. Sponsor's product hyped on
t-shirt prize.

Michael Jordan Foundation (The) Education Club
with Sara Lee, Discover Card, Target, the Chicago Bulls, American Airlines, and Gatorade
Developed by
Scholastic Inc.

Michael Jordan Foundation Education Club Contest
ACADEMIC ACHIEVEMENT CONTEST

Originally for Chicago 6th graders, now a national program. Purpose: to inspire students to improve academics, attendance, and community service. Invitation given through SEM program (see page 54).

First prize: a luncheon hosted by Michael Jordan and his family in Chicago.

Low commercialism as contest component, part of a commercial SEM. Tone is laudatory to Jordan, and therefore to the products he sponsors.

National Geographic Society
with Amtrak
(National Geographic Society is looking for new sponsor beginning with 1995 contest.)

National Geography Bee
GEOGRAPHY
CONTEST

Annual contest for students in grades 4-8 that encourages the study of geography. Students take written and oral tests on both the school and state and national levels.

National prizes: $25,000-$10,000 college scholarships. State prizes: $500 each to schools of top 10 finalists.

Not commercial with qualifications. No sponsor logos or mention of sponsor's products. National Geography Bee has own logo, Amtrak mentioned on cover of materials only (and then only named). Prizes are scholarships with no sponsor involvement. Sponsor is more visible at national finals which are broadcast over PBS.

NYNEX Foundation
with NSTA

NYNEX
Science and Technology Awards Program
SCIENCE/
TECHNOLOGY CONTEST

Annual contest open to students in grades 9-12 attending school in New York and New England. "Teams of 2-4 students must propose a solution to a public [community] problem, using science and technology." They write a 10-12 page essay and a one-page abstract telling how they would reduce or eliminate the problem.

Top 36 teams receive prizes from $15,000 per student (first prize) to $3,000 per student; prizes of $3,000 or more awarded over four-year period. Additional prizes: development or implementation of solution with "seed money" from sponsor, internships, and matching scholarships from Rensselaer Polytechnic Institute.

Not commercial with qualifications. Sponsor's name appears as part of contest title, but no products are named or pushed (it is never even noted that NYNEX is a phone company). However, all entries, while remaining the property of the students, can be used by NYNEX and NSTA for promotional purposes.

Oxy 10/ SmithKline Beecham
Developed by Scholastic Inc.

Oxy 10 $10,000 Scholarship Contest
MULTIMEDIA
CONTEST

An annual program In 1992, gave 9th-12th graders the chance to "tell people of the future what your generation is really all about"; in 1993, contestants predicted the "10 major things that are going to happen in the world by the year 2000." Entries could be written, painted, sung, videotaped, or even sewn into a flag.

Prizes ranged from $10,000 scholarship to copies of The College Survival Handbook.

Highly commercial. Requires sending UPC code from Oxy package or postcard with Oxy written on it for entry. Sponsor's name/logo used in more than title; in addition, winners agreed to let sponsor use their names and photos for promotional purposes for five years. Motivation appears to have been to build brand recognition for Oxy 10.

Pizza Hut

BOOK IT! Bunch Contest
WRITING
CONTEST

Onegoing contest which generated about 12,000 entries from kindergartners to sixth graders nationwide. Students were asked to create a new "reading buddy" to join four existing characters in the sponsor's National BOOK IT! Reading Incentive Program and to write a plot for a new adventure story for them.

Winners' school received $5,000 "to support its library." Teacher of winning class received $2,500 "for personal use." Each student in the winning class received a selection of BOOK IT! Bunch items (rulers, pencils, Frisbees).

Low commercialism. All prizes had BOOK IT! name and logo on them, but no BOOK IT! materials had Pizza Hut logo or name on them.

Playskool
Developed by
Scholastic Inc.

Definitely Dinosaurs Contest
ART
CONTEST

One-time contest in which first graders submitted drawings on the subject, "If Dinosaurs Were Alive Today." Invitation inserted in Scholastic classroom magazine for first graders; attracted 48,000 entries.

Highly commercial. Clearly designed to promote Playskool's series of plastic toys called "Definitely Dinosaurs." According to Scholastic, sponsor's objective was "to increase awareness of Playskool's products among readers of Scholastic's magazine for first graders."

Procter & Gamble

Sell Your School Contest
BUSINESS/
ECONOMICS CONTEST

A marketing contest open to students in grades 9-12 who work together in teams of "no less than seven and not more than 35 students who attend the same school...to produce an advertisement" about their school, using the "medium which best delivers their message to the target audience." Invitation to participate offered as part of a teaching package on economics that sponsor says shows "how advertising powers the whole economic chain and the jobs in it." (See page 48.)

Prizes given in three advertising categories: print, audio, and video; grand prizes of $500, first prizes of $250, second prizes of $100.

Not commercial with qualifications. The contest piece, taken alone, does not mention sponsor or sponsor's products at all. However, entries can be used for publicity purposes, and entrants are urged (though not required) to use materials from the sponsor's SEM, which is highly commercial. Teacher could use contest alone.

Scripps Howard

Scripps Howard National Spelling Bee
SPELLING BEE

Nationwide spelling contest with participants sponsored by their hometown newspapers and the finals in Washington sponsored by S-H. Sponsoring newspapers do not have to be part of the S-H chain.

NSB local prizes were: a Webster's 10th edition dictionary, a Random-House dictionary, a 1993 World almanac, and an Encyclopedia Brittanica.

Not commercial. Sponsor's name and logo used only as part of title, and does not appear on student materials. S-H mentioned only in a quick blurb that is sent to newspapers interested in sponsoring participants and to educators.

Sears Optical
Developed by Lifetime Learning Systems

"The Eyes Have It" Sears Optical
Poster Contest
ART
CONTEST

Took place in the 1991-92 school year. Kids were asked to design a poster telling why eyes are important and why we should take care of them. Adjunct of an on-going sponsored eye-care program (see page 54).

Winners received a free pair of eyeglasses. In addition, students received "special eye examination offer."

Highly commercial. Sponsor's product hyped, and entrants must visit Sears to participate. Sponsor's product involved with prizes. Obviously designed to get kids and their families to visit a Sears Optical store. Sponsor's name and logo on all materials. Kids had to submit their posters to a local Sears Optical. Winners had to return to the store to receive their prizes.

Toshiba
with National Science Teachers Association (NSTA)

Toshiba/ NSTA "ExploraVision" Awards Program
SCIENCE/
TECHNOLOGY
CONTEST

Annual contest in which students "select a technology . . . then project what that technology might or could be like 20 years from now." Open to teams of three or four students from all U.S. and Canadian schools, in four grade divisions: K-3, 4-6, 7-9, and 10-12.

First prize: $10,000 for each student; smaller prizes for runners-up. Toshiba equipment to advisors and schools of the 12 finalist teams; first- and second-place teams and their parents, teachers, or advisors win trips to Washington, D.C. for an awards weekend.

Not commercial with qualifications. Sponsor's name appears as part of contest title, but no products are named or pushed. Entrants must allow their entries and their names and photos used for promotional purposes.

United States Patent Model Foundation
with KMART, Crayola, Duracell International, Inc., Polaroid Corp., Good Housekeeping, 3M Company, Dow Brands, Inc., Pepsi-Cola Company, Moore Business Forms, Inc.

Invent America! Patent Search
SCIENCE
CONTEST

Students in grades K-8 "develop a unique idea for an invention and turn that idea from an abstract concept to a completed project." Kids submit drawings and written descriptions of their inventions. Categories include the environment, leisure time, household, special needs, humanitarian, safety, and "Rube Goldberg."

Prizes: $1,000-$200 U.S. Savings Bonds.

Commercial. Sponsors' products hyped, sponsors' name/logo appear frequently. Entrants become part of publicity campaign for sponsors. Purpose of contest is to enhance sponsors' public image; handbook kids get calls sponsors "outstanding companies [that] put kids
and education first." Student applications contain endorsements such as "Crayola is Invent America's official drawing and coloring sponsor" and the advertising statement "Colors make your invention drawings come alive!"

Westinghouse
with Science Service, Inc.

Westinghouse Science Talent Search
SCIENCE
CONTEST

Annual contest open to all U.S. high school seniors. Entrants submit "a written report on an independent research project."

First prize: $40,000 college scholarship; smaller awards for others.

Not commercial. Sponsor's name appears in contest title, but no products are mentioned or pushed.

ZIPLOC/
Dow Brands

ZIPLOC National Sandwich Day Contest
FOOD
CONTEST

Annual contest open to students in grades 1-6. Students create original sandwich fillings and name their creations.

Prizes (one per grade) include $50 to $500 savings bonds and free trips to Los Angeles for finalists; winners' schools receive same amount of cash for equipment.

Highly commercial. Sponsor's name and trademarked character incorporated into title
and contest logo. Sponsor's product hyped. Entries used in sponsor's promotion. The use of ZIPLOC bags is suggested in sponsor's educational packet. Obviously designed to promote ZIPLOC sandwich bags.