Controlling Your Child

YOUNG students have been offered prizes for singing the Coles "prices are down" jingle in a primary school presentation by store managers promoting the retailer's "Sports for Schools" program.

Children at a school on Sydney's northern beaches were led into a hall and schooled on the benefits of the marketing program, The Australian's Simon Canning reports.

The promotion has led to thousands of schools displaying giant Coles banners, while parents report students are being asked in class to hold up how many vouchers they have collected.

Rita Princi, a child and adolescent psychologist based in Adelaide, said: "What they are doing is almost a form of manipulation and is a brainwashing exercise."

"It can also cause conflict with parents and is a sign that consumerism has gotten out of hand."

The Coles program allows schools to swap Coles vouchers for sports equipment. Woolworths has its own "Earn & Learn" promotion, which aims to help schools buy educational resources.

Coles spokesman Jon Church said the supermarket was not aiming to change consumer behaviour but admitted that last year Coles had seen a massive uplift in sales as schools urged parents and members of the local community to shop at its supermarkets.

He said the decision to go into school was a local one taken by managers and could not say how many "Coles assemblies" had been held.

News.com.au

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UPDATE 9.07am: COLES has defended itself against claims of brain washing after primary school students were offered prizes for singing the supermarket chain's advertising jingle.

The retail giant has been providing schools with banners and PR advice to promote its $7 million sports equipment giveaway.

At least one school held a competition for pupils reciting the "Prices are down" jingle, at the suggestion of a visiting Coles store manager.

Child psychologist Rita Princi said such blatant promotion of the Sports for Schools program was dangerous.

"What they are doing is almost a form of manipulation and is a brainwashing exercise," Ms Princi told The Australian.

Coles spokesman Jon Church said the claims were ridiculous, and the program was voluntary.

"I gather the store manager ran a bit of a competition for the kids to sing the 'Down down' jingle for a bit of fun," he said.

"To suggest it's anything more than good community relations and trying to help schools get hold of more equipment is just ridiculous."

Mr Church said more than 7500 schools nationwide had registered for the Sports for Schools program, which is in its second year.

Parents Victoria spokeswoman Gail McHardy said she couldn't see an issue with the kids singing a jingle as long as it was done with parental consent.

"Big corporates know that when young people get on board so do families," she said.

"But it's just another of example of what schools have to resort to to get money for their schools."

Under the program, shoppers collect vouchers for every $10 spent in Coles stores. The vouchers are then redeemed for sports equipment.

For example, to qualify for a Sherrin football worth $180, parents would need to spend $30,450.

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