About 2,000 schools, youth centers and civic organizations across the U.S. hosted screenings of Kids for Character, a 60-minute video featuring Tom Selleck that is aimed at teaching kids the difference between right and wrong.
Produced by Universal Studios Florida for the Character Counts! Coalition, a partnership of 100 educational and youth-serving organizations, the video incorporates 30 of the most popular characters in children’s television and literature.
The characters in the video teach viewers the ‘six pillars of character’: trustworthiness, respect, responsibility, fairness, caring and citizenship.
Michael Josephson, founder of the coalition, says the video is the centerpiece of a campaign to combat declining values in America.
‘On its own, the video would be a best seller, but with the active promotional support of member organizations, it may well be the highest-selling children’s video ever. We want to get it into every home with young children.’
The video comes with a 32-page activity booklet. It was released in late April, and is being distributed in the U.S. and Canada by Richardson, Texas-based Lyrick Studios.