Object en masse to television in the classrooms.

Give kids time, give them the gift of music and art, both as enjoyers and makers.

Take them to local games and let them see sports without the commercial trappings.

Take them outside for hikes and camping trips.

Take them traveling if you can afford it.

Don't just turn off the TV, but instead show them something better to do.

Respect the idea that there will always be an aspect of "I want" in a child.

Give children a big box of crayons and rolls of shelf paper.

Feel free to say no.

Take children to zoos, camping, state fairs; show them other areas of the country.

Give them chores but also unscheduled time to exercise their imaginations and play with other kids.

Read them bedtime stories.

Expose kids to other media - surrealist films, conceptual art exhibits (carefully selected), gatherings of interesting adult friends with non-mainstream stories to tell.

Arrange for them to spend lots of time with their grandparents.

Get schools to adopt fund raiser policies that (1) provide an educational experience for kids, and (2) contribute to some social good.

Buy music lessons rather than fancy electronic gadgets.

Parents need to be educated - offer short talks at pre-schools including outlines and bibliographies.

Birthdays: do not buy them toys; make up a lengthy list of material alternatives like art supplies, old magazines for collages, books, experiential alternatives like train rides.

Bring kids along when you shop for birthday presents for other children and ask them to think about whether a particular gift will have more than one purpose, if it will be interesting over a long period of time, if it will it break easily, etc. It's a good opportunity to teach them critical consumer skills.

Parents who resist consumerism for themselves are the ones who teach their children to resist it.

Articulate your philosophy to your children when the time is appropriate. For example, say, "I really like this shirt, but I have a shirt that is similar, so I don't think I'll buy it."

Do community service with your kids.

Teach children to be doers and creators rather than shoppers and buyers.

Teach about value, even if you have no kids. Pay a neighborhood child to walk your dog.

Spend your money locally. Avoid chain stores and chain restaurants. Examine the politics of mega-corporations and boycott those who exploit their workers or destroy local economies.

Participate in a "summer reading club" within your family. Give each child a daily reading goal, set by the child. Non-readers can be helped by readers and tapes.

Three resources: The National Parenting Association - a parenting movement begun by Sylvia Ann Hewlett and Cornell West, authors of The War Against Parents. The Media Education Foundation, founded by University of Massachusetts Professor Sut Jhally. (e-mail inquiries to mediaed@mediaed.org) The National Council on Economic Education and/or the Jumpstart Coalition for Personal Financial Literacy, which create non-ideological curriculums for children on economics and personal finance. www.jumpstartcoalition.org

Adopt a school board policy or push for state action on commercialism in schools. Gary Ruskin of Ralph Nader's DC-based Commercial Alert and Jim Metrock of the Alabama-based Obligation Inc. have drafted a model school board policy and a model state law (The Public Education Protection Act of 1999. Contact Gary at gary@essential.org. Check for US Senate hearing on Channel One at www.essential.org/alert. Jim Metrock can be reached at 202-822-0080. See also www.obligation.org

Contact California-based Center for Commercial-Free Public Education.

Website resource about ethical guidelines for advertising to children

Pass laws banning billboard advertising near schools.

Grow your own fresh produce and involve your children in the project.

Do not get rid of the TV. Rather teach your kids why and how to control their use of this plug-in drug. Always be willing to explain your decisions and compromise if possible.

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