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MOM IS STILL A KID'S BEST FRIEND ACCORDING TO NEW HEINZ KIDS SPEAK OUT! SURVEY

 MOM IS STILL A KID'S BEST FRIEND
 ACCORDING TO NEW HEINZ KIDS SPEAK OUT! SURVEY
 PITTSBURGH, June 16 /PRNewswire/ -- According to a recent benchmark study, The Heinz Kids Speak Out! Survey, for every activity asked about, kids say their mothers are the person who "most often" does things with them. In fact, the proportion of kids giving moms credit outnumbers those crediting dads by very large margins. The study was sponsored by the "Heinz Family Works! Newsline," as part of Heinz U.S.A.'s two-year television public affairs campaign, called "Family Works!"
 Motherhood continues to require being a "jack-of-all-trades." Despite the greater number of women with full-time jobs, most women seem to be full-time parents, while most men still seem to be part-timers. Mothers are by far the primary taxi drivers, teachers, and counselors for children, although fathers are starting to play an increasingly active role in their children's upbringing.
 C'MON MOM, WE'RE GONNA BE LATE!
 Job number one for mothers appears to be principal cabbie: Fully 67 percent of children aged 8-17 say mom is the one who usually takes them to places they need to go, like school or to the doctor, while 43 percent say mom takes them where they want to go, like to the mall. In contrast, only about one in 10 kids say dad most often drives them, where it be to places they need or want to be taken. This is due likely, in part, to fathers work hours conflicting with their children's schedules, while more women work part-time and are better able to accommodate the transportation needs of their kids. On the other hand, dads could probably help out more with driving on the weekends. Even for weekend activities, such as religious services, four times as many children say mom usually accompanies them.
 Moms also serve as principal teacher: almost four times as many kids say mom helps them with their homework as dad (45 percent vs. 12 percent). This activity declines the most as kids get older: Twice as many of the youngest kids (ages 8 and 9) as the oldest kids (ages 16 and 19) say mom "most often" is the one to help them (61 percent vs. 30 percent). Other lessons seem to take a lifetime to learn: The majority of kids of all ages say mom is the one who most often shows them how to help out around the house (59 percent)!
 Perhaps most important of all roles, mom serves as principal resident psychologist. Almost six times as many kids credit moms more than dads for "most often" being the one to talk with them about their days at school (45 percent to 7 percent). Moreover, about four times as many mothers usually are the ones to talk with their kids when something is bothering them (42 percent vs. 11 percent of fathers). Of course, as children get older, an increasing number turn to friends, rather than either parent, for free advice.
 The Heinz Kids Speak Out! Survey consisted of a national in-home survey of 761 children ages 8 to 17 conducted by The Roper Organization. In addition, Roper conducted a national in-home survey of 990 adults 18 years of age and older.
 BACKGROUND ON "FAMILY WORKS"
 "Family Works!" is a two-year nationally syndicated television public affairs campaign, created and sponsored by Heinz U.S.A., and syndicated to a network of 120 television stations covering more than 75 percent of the country. "Family Works!" began airing on the majority of stations in January 1992 and consists of more than 14 hours of prime time programming, including dramas, documentaries, two six-part series and public service announcements. The campaign, which recognizes that family takes many forms, explores old family values, new family traditions, modern role models and how the 1990s family can cope with issues such as cultural diversity, the conflicting demands of work and family, raising children, aging, and changing values.
 Family Services America (FSA), an international non-profit association dedicated to strengthening family life, is the public service partner for the "Family Works!" campaign. FSA's 295 member agencies constitute the largest network of community-based family counseling and support services in over 1,000 communities in the United States and Canada.
 Heinz U.S.A. is the largest affiliate of the H.J. Heinz Co., a $6.1 billion international company headquartered in Pittsburgh. Heinz U.S.A. markets its family of products, including Ketchup, 57 Sauce and Homestyle Gravy, primarily under the Heinz label throughout the United States.
 -0- 6/16/92 R
 /NOTE TO EDITOR: The HEINZ KIDS SPEAK! SURVEY is being released as a series. Please call for copies of any of the following previously released results in 1992.
 -- "New Survey Shows That Communication Is Not Just Talk, It's The Key to Family Success in the 1990s"
 -- "According to New Heinz Survey, Little Kids Have Big Worries"
 -- "A Father's Day Report Card for Dads: New Heinz Kids Speak Out Survey Reveals Dad's Still Get Poor Marks for Family Involvement in the 1990s"
 -- According to New Heinz Survey, Kids' Favorite TV Families May Not Look Traditional -- But They Have Traditional Values, Honest Communication"/
 /CONTACT: Mary Sprague or David Adler of Cone Communications, 617-227-2111, for Heinz Family Works!/ CO: Heinz ST: Pennsylvania IN: SU:


GK -- NYPFN12R -- 0480 06/16/92 08:10 EDT
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Date:Jun 16, 1992
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