October 18, 2006

Contact: Josh Golin (617.278.4172; jgolin@jbcc.harvard.edu)  

For Immediate Release

 Raffi to Receive Fred Rogers Integrity Award;

CCFC Honors Strong Stance against Marketing to Children

The Campaign for a Commercial-Free Childhood (CCFC) is proud to announce that Raffi Cavoukian -- renowned international troubadour, author, and founder of Child Honoring-- has been selected to receive the second annual Fred Rogers Integrity Award. The award, named in honor of the beloved host of Mister Rogers’ Neighborhood, is given each year by CCFC to the public figure whose efforts to protect children from harmful marketing best embody Fred Rogers’ long-standing commitment to nurturing the health and well-being of America’s children.

Now working with adults to advance his Child Honoring philosophy, Raffi was a pioneer in music for children and families: his CDs, tapes, videos, and DVDs have sold over 14 million copies in Canada and the US, and his books, have sold more than 3 million copies. Yet in his three-decade career, Raffi has refused all commercial endorsement offers, and his triple-bottom-line company has never directly advertised or marketed to children. He is a passionate advocate for a child’s right to live free of commercial exploitation. Recently, he sent an open letter to Rogers Wireless urging that they stop marketing cell phones to kids, and turned down a film proposal based on Baby Beluga – his signature song – because the film’s funding depended on direct advertising to children. 

“Raffi Cavoukian’s refusal to exploit children’s delight in his music, and his ongoing advocacy on their behalf, exemplify Fred Rogers’ unwavering integrity and the myriad ways he devoted his prodigious talents toward promoting children’s well-being,” said CCFC’s co-founder Dr. Susan Linn.   “His work embodies CCFC’s commitment to the rights of children to grow up--and the freedom for parents to raise them—without being undermined by commercial interests.”

“Given my great respect for Fred Rogers and for the work of the Campaign for Commercial Free Childhood, I feel honored to receive this award,” said Raffi.  “Out of love for all those who are precious to us, let us emphatically say: Our children are not for sale!"

“We are delighted that CCFC has selected Raffi as the recipient for the second Fred Rogers Integrity Award,” said William H. Isler, President of Family Communications and Executive Director of The Fred M. Rogers Center.  “In doing so they are honoring, and continuing the essence of, Fred Rogers’ important work on behalf of children and families.  Joanne Rogers and I congratulate Raffi for his work and thank CCFC for honoring those who support the philosophy and work of Fred Rogers.”                  

The award will be presented to Raffi on October 26 at 7:30 PM at the Judge Baker Children's Center in Boston.  After receiving the award, Raffi will present – in word and song – his original philosophy of Child Honoring.   The event for adults is open to the public.  For more information, please visit http://www.commercialfreechildhood.org/events/raffi.htm.