The debate over corporate advertising in schools has been ignited again as a pilot project is scheduled to be launched, placing digital information screens in common areas of four downtown schools in Ward 10.
The plans for a digital information network, potentially similar to view screens already installed in Toronto's subway stations, was brought up in a recent meeting of the Toronto District School Board's Administration, Finance and Accountability Committee.Some ambiguously written details of the plan in a briefing note had several trustees very concerned."We can't have anything flashing in front of kids that has commercial advertising," said Trustee Sheila Cary-Meagher. She later stated, "this really pisses me off, more than I can say."The briefing note presented to the committee stated advertising would not appear on the screens that would be donated by a private company during the pilot program, but if expanded "advertising could be considered as a potential future source of revenue."It also went on to state that potential sponsors would have to, "align with the Board's Mission and Values, as well as with our advertising policy." The screens are thought by many in Ward 10 to be a valuable tool to communicate TDSB and local school information to students, but Committee Chair Bruce Davis was wary of going down what he considered to be a "slippery slope"."I can see from a corporate point of view they would be salivating at this opportunity," said Davis. "The only reason companies would respond (to donate technology for the pilot) is that it's a foot in the door."Disagreeing with his peers, Trustee Chris Bolton had spent many hours consulting with students, parents and staff in the Trinity-Spadina area. He was eager for the pilot to go ahead in his ward, stating the real issue was not advertising, it was about engaging youth in their schools.None of the pilot schools were mentioned in the report, but Harbord C.I. students Jane Chong and Rosanna Ly were told their school would be participating and attended the committee meeting to show their support.Both girls are members of the student council at Harbord and said verbal announcements often don't get the point across because of language barriers. They said this would be the perfect venue to update students on school events, sports scores, TTC schedules and even to display artwork or poetry created by students.They both felt corporate advertising should not be displayed on the digital information network, but said they wouldn't care too much if it was."We are kind of used to it being around us outside and everywhere. As soon as you step out of the school, ads are in the bus station," said the two girls, finishing each other's sentences.Trustees were not convinced after hearing the girls speak, but as it turned out they had no power to actually stop the project. The screens and tech support would be provided free of cost by a yet-to-be-named private company, so the board didn't actually need to approve anything for the pilot to be launched.The digital information network pilot could be up and running in Ward 10 within the next few months.