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The Coalition for Quality Children's Media is a national, nonprofit organization founded in 1991 whose mission is to teach children critical viewing skills and to increase the visibility and availability of quality children's media. KIDS FIRST! evaluates, rates and endorses children's films, DVDs, CDs, TV shows and games using volunteer, community-based juries of adults and children from diverse backgrounds and offers a variety of means to showcase and enhance consumer awareness of sponsored products. KIDS FIRST! is supported by more than 17 million teachers, librarians, media professionals, lobbyists, policymakers, child advocates, educators, parents and families nationwide. Campaign support for the KIDS FIRST! Film Critics program comes from national nonprofit organizations that include the National Education Association, REEL Fathers, National Association of Elementary School Principals and the National Council of Women's Organizations, with a cumulative membership of over 17 million.