Targetting kids has been a strategy that ad-makers have been following for a long time now... and I am sure it works, because when a kid decides to get something, it usually is based how impressed (s)he is with what has been told and how it has been told to him !!!
Conservation is another thing that needs to be sold this way... There are things happening already ( e.g the Smoke on Diwali in Delhi has considerably reduced after the Kids in schools have been told about the pollution and told again and told again )
Looking forward to the schools making a biiiiig difference in the way the world lives today !!!