About Us
Kids Free 2B Kids is a group of Australians concerned about the increasing sexualisation of kids in the media, advertising, and clothing industries. It was founded in February 2007 by Melbourne mother of two, Julie Gale, with support from other parents.
Since Kids Free 2B Kids first received publicity in March 2007, we have been inundated with emails from teachers, health professionals, academics, parents, grandparents, children, authors, journalists, clothing designers, youth workers and many others offering support.
Kids Free 2B Kids is a not-for-profit organization, and is not affiliated with any political or religious groups.
A Message from Kids Free 2B Kids Founder, Julie Gale:
"Children are constantly being bombarded by sexual imagery. Examples are everywhere - billboards, the internet, music video clips, TV, magazines.
In the unregulated children's magazine arena, our kids are constantly being manipulated by messages such as - 'look sexy, buy lots, then you'll be popular and happy'.
In Australia, the tween (8-12 yrs) market is worth around ten billion dollars per year. The driving force behind the tween market is not the welfare of our children. The aim of this game is to manipulate kids so companies can make more money.
We parents play a key role in what we allow our children to see, watch and wear. However, our parenting is being undermined by the powerful forces of advertisers and marketers, who have multi million dollar budgets and use sophisticated psychological techniques.
- It is time for parents - in fact, all adults - to take the initiative and decide what sorts of images we want our children to see.
- It is time for corporations to be held to account for the psychological and emotional harm that comes from sexualised advertising and marketing.
- It is time corporations listened to the experts who work with children and see the impacts.
We have crossed a line. It is time for action! We need to speak out! We are not powerless to make change!
If you are concerned register your name now. Every name helps to create a strong community voice."
Julie Gale
founder
Kf2bk is supported in this campaign by Young Media Australia.