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New-age CN superheroes to save environment

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | July 21, 2010
Cartoon Network's Hero-Up Challenge received as many as 40,000 superhero ideas and graphics from kids across the country

Kids' channel, Cartoon Network (CN) is on a high with the success of its five-week campaign, CN Hero-Up Challenge.

The initiative gave kids a platform to air their concern about the environment. As part of this campaign, the channel asked kids to create a brand new hero, complete with a name and superpowers which would help him combat evil villains, who are hell-bent on unleashing environmental damage.

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Kids were encouraged to join the contest by watching out for the villains' evil deeds against the environment, which were aired in the breaks between shows on CN.

Entries to the contest could be submitted via SMS, by calling on a dedicated number provided by CN, or by logging on the channel's website, www.cartoonnetworkindia.com.

CN Hero-Up Challenge received as many as 40,000 superhero ideas and graphics from kids across the country. The campaign saw kids focusing on various environmental issues, such as saving wildlife and trees, water conservation and saving electricity.

Sharing the objective of the activity, Monica Tata, vice-president and deputy general manager - Entertainment Networks, South Asia, Turner International India, says, "Every kid loves to morph into their favourite hero - be it via costumes, actions or power-wielding accessories. But what if they could actually become the hero of their imagination? CN Hero-Up Challenge was all about celebrating heroes amongst us, by enabling viewers to exhibit their creativity and innovation."

Author Ruskin Bond was roped in by CN to judge the entries. The winning entry and new superhero, Wolsbon will come to life on CN.

CN Hero-Up Challenge was supported by a three-month programming blitzkrieg on the channel, comprising a line-up of the best superhero content, including Iron Man, Wolverine, Superhero Squad and Ben 10.

As part of the CN Hero-Up Challenge, the channel also conducted a survey through its website, with an aim to highlight the kids' concerns towards their environment and various ways of tackling environmental issues. Nearly 3,000 kids in the age-group of 7-15 years participated in the survey.

The survey's findings revealed that given a chance, 23 per cent of kids would focus on saving trees and wildlife; while 21 per cent voted for avoiding the use of plastic bags.

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