The Badge Archive

Message Overload

One of the 8 options for Step 1 of GSUSA Cadette MEdia Journey Set requirements.

Items needed

  • Pens or pencils
  • Paper (enough for at least one per scout)

Instructions

  • Scouts spend one day tracking all the advertising messages they encounter, from when they wake up to when they go to sleep. This can include ads on TV, social media, websites, billboards, magazines, and anywhere else.
  • Scouts take the list of the ads they see and note what the message is trying to sell or communicate.
  • After tracking, scouts reflect on:
    • What the ads portray as desirable (e.g., success, popularity, beauty).
    • How they feel about these portrayals.
    • How someone from a different background (race, ethnicity, social class, sexual identity, or religion) might perceive the same ads.
  • Scouts write their thoughts on the number of ads they see in a day and how their view of these ads has changed after reflecting on the messages.

Sample List of Daily Ads

Morning

  1. A YouTube ad for a new mobile game while watching morning videos.
  2. Instagram ad for trendy backpacks and school supplies while scrolling.

On the Way to School
3. Billboard promoting a local amusement park.
4. Poster at a bus stop advertising fast food breakfast deals.

At School (if using devices during breaks)
5. Banner ad on a school-related website for educational apps or tools.
6. A Spotify ad for a concert tour while streaming music during downtime.

After School Activities
7. Pop-up ad in a gaming app for in-game purchases or skins.
8. TikTok ad promoting fashionable clothing targeted at teens.

Evening
9. TV commercial for snack foods or soft drinks during dinner.
10. Snapchat ad showing popular teen accessories or headphones.

Night
11. Netflix or Hulu ad for a new teen drama series or movie (on non-premium subscriptions).
12. Amazon ad for gadgets or books while browsing for supplies online.

Doing this exercise for real will result in a much longer list! On average, it’s possible for middle schoolers to see 200–300 ads per day.

  • Social Media: Ads appear while scrolling on platforms like Instagram, Snapchat, or TikTok. They might see dozens throughout the day.
  • Streaming Services: Non-premium subscriptions (YouTube, Hulu) often show ads during videos or programs. They could see 15-30 ads depending on viewing time.
  • Gaming Platforms: In-app ads or promotions might pop up frequently during gameplay.
  • Websites: Banner ads, pop-ups, and sidebar ads on school-related sites or general browsing can add up quickly.
  • TV: Commercials during shows could amount to 20-50 ads, depending on how long they watch.
  • Public Spaces: Ads on billboards, posters, or transit spaces like bus stops contribute a smaller but noticeable number.

References:

  • AMERICAN ACADEMY OF PEDIATRICS. “Children, Adolescents, and Advertising.” PEDIATRICS, vol. 118, no. 6, 1 Dec. 2006, pp. 2563–2569, pediatrics.aappublications.org/content/118/6/2563, https://doi.org/10.1542/peds.2006-2698. Accessed 03 April 2025.
  • “Middle-School Kids See Several Alcohol Ads a Day.” ScienceDaily, 2016, http://www.sciencedaily.com/releases/2016/05/160517083034.htm. Accessed 03 April 2025.
  • Radesky, Jenny, et al. “Digital Advertising to Children.” Pediatrics, vol. 146, no. 1, 22 June 2020, p. e20201681, pediatrics.aappublications.org/content/146/1/e20201681, https://doi.org/10.1542/peds.2020-1681. Accessed 03 April 2025.
  • Russell, Wendy Thomas, and Sarah Goodman. MEdia. New York, NY, Girl Scouts of the USA, 2010.
Tia Kennard