THEIR DAY WILL COME | Adweek
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THEIR DAY WILL COME

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Some parents might argue that every day is "kid's day," but the folks at the Boys & Girls Clubs of America beg to differ.

If a national campaign is successful, children will have a special day of their own on the first Sunday of August each year. The purpose of National KidsDay is to encourage adults and children to spend quality time together.

Iconologic of Atlanta has developed an integrated promotional campaign that encompasses a Web site (www.kidsday.net), a series of print ads to run in USA Today, point-of-purchase material, radio PSAs, posters and an activity guide.

"This is a cause we passionately support," said Brad Copeland, president of Iconologic. "Meaningful time spent with kids is an obvious, if not overlooked, priority in life. We feel like we were able to capture the emotion and import of the issue in the work we've done."

In addition to the Boys & Girls Clubs of America, the effort is supported by the 4-H Club, KidsPeace and the YMCA.