Aiming to raise awareness of the persuasive and misleading techniques advertisers use to promote unhealthy foods and drinks to children, and to recognise the advertisements that promote healthy food to children in a fun and appealing way, The Parents Jury’s Fame & Shame Awards were announced on 17 November 2010. The awards give Australian parents a public voice in the fight against unhealthy food and drink promotions which directly target children and undermine parents' influence. Parents Jury members nominated the best and worst children's food marketing campaigns and voted on the finalists in three categories. The categories and the subsequent winners are: 

• Pester Power: products that target children directly through giveaways, celebrity endorsements, and movie tie-ins was awarded to the Kellogg’s LCM marketing campaign which convey to children that having an LCM bar in their lunchbox will make them popular in the playground. Yet LCMs contain moderate to high levels of fats, high levels of sugar, and contain very little fibre.
• Smoke and mirrors: the most misleading advertising campaign was awarded to the Kellogg’s Nutri-grain bar marketing campaign which continues to promote the cereal as a suitable breakfast cereal for boys who aspire to become elite athletes, because it contains protein, vitamins and minerals. However Nutri-Grain is high in sugar and sodium, and has a very low fibre content.
• Parents Choice: an award for the best healthy food marketing campaign was awarded to the Serve em up veggie promotion by ‘Good for Kids, Good For Life’ campaign. The TV and print ad campaign encourages parents to serve vegetables in creative and appealing ways.

Any parents, grandparents and guardians who are interested in improving the food and physical activity environments of Australian children can sign up to the Parents Jury online at www.parentsjury.org.au