Marketing activities in preschools have now become institutionalized. Tadamm Focused Marketing recently received a concession to manage marketing and advertising campaigns in private preschools and day-care centers. The concession was granted by the organization of private preschools, which supervises over 1,000 preschools that cater to a total of some 35,000 children between the ages of 18 months and 3.5 years.

Until now, this issue was unregulated, and commercial companies that wanted to conduct marketing campaigns among private preschools (not affiliated with the Education Ministry) could contact the targeted preschools directly. Such activities were not nationwide or arranged via the private preschools organization, which is run by professional preschool teachers.

Now, Tadamm is officially handling all marketing in preschools.

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Lior Eilam, a partner at Tadamm, does not view marketing and advertising activity in preschools as problematic. "One of the restrictions we adopted is not to allow marketing activity that involves personal contact with the children," Eilam explains. "Whereas previously a commercial company could send a marketing representative to a preschool, now the teachers will hand out any marketing materials. Any company interested in operating in the preschools will have to present a genuine educational agenda. In the case of Eden Springs, for example, there is a discussion of the importance of sufficient water intake."

The most recent marketing campaign that annoyed parents of toddlers was one by Hogla-Kimberly, which sent representatives dressed as Labrador puppies (the mascot of the Lily brand) into the preschools to talk to the children about personal hygiene.

"We will interact only with the teachers and parents - at one-day seminars and workshops" Eilam says. "Thus, for example, the advertising posters will be hung only on the parents' bulletin board at the entrance to the preschool facilities, and not in the rooms used by the children."

Tadamm has already begun such activities, which include the distribution of advertising booklets and discount coupons. Who decided what is educational advertising activity and what is straight marketing activity?

"According to our agreement with the organization, the preschool teachers will have the absolute right to veto any type of activity. Any company conducting a campaign not to their liking will be disqualified," Eilam says.

How much will companies have to pay for such activities?

"Costs range from tens of thousands of shekels to hundreds of thousands of shekels, depending on the duration of a campaign and the materials distributed to parents and teachers."

Where will the money go?

"Ten percent of the proceeds will be donated to Larger Than Life, a non-profit association dedicated to improving the quality of life for Israeli children undergoing cancer treatments. Our fees will be deducted from the remainder, and the balance will be used by the organization to develop educational programs on health, road safety, and the like."