McDonald's is taking in-school marketing to a new low.
Last week, students in Seminole County, Florida received their report cards in envelopes adorned with the Ronald McDonald promising a free Happy Meal to students in kindergarten through fifth grade with good grades, behavior, or attendance. Targeting children directly with the message that doing well in school should be rewarded by a Happy Meal undermines parents' efforts to encourage healthy eating. And if parents want to reward their kids' school performance, they are intelligent enough to determine what kind of reward, if any, is appropriate. They don't need any help from a corporation whose real concern is its bottom line.
Tell McDonald's: Stop advertising on report cards. Go to
http://salsa.democracyinaction .org/o/621/t/4886/campaign.jsp ?campaign_KEY=21959 "My daughter worked so hard to get good grades this term and now she believes she is entitled to a prize from McDonald's," said Susan Pagan, an Orlando-area parent. "And now I'm the 'bad guy' because I had to explain that our family does not eat at fast food chains. I'm outraged that McDonald's is trying to exploit my daughter's achievement - and that the Seminole County School Board would help facilitate this exploitation."
The promotion highlights McDonald's duplicity when it when comes to marketing to children. McDonald's has pledged to stop all advertising in elementary schools. When questioned about the report cards, a McDonald's spokesperson claimed the promotion isn't marketing. If that's what McDonald's believes, their pledge isn't worth the paper they are printed on.
McDonald's has received kudos for its pledge to only advertise its healthier options to children under twelve, yet the Happy Meal promotion explicitly mentions cheeseburgers, French fries, and soft drinks; Happy Meals featured on the report card can contain as many as 710 calories, 28 grams of fat, or 35 grams of sugar.
On Wednesday, we were alerted to the promotion by an Orlando-area parent. Within twenty-four hours, our concerns about the report cards ignited a nation-wide controversy, including stories in the New York Times, the Associated Press, and a front-page story in Orlando. Now we need your help to put an end this outrageous advertising. (Press coverage and a picture of the envelope is available at
http://commercialfreechildhood .org/pressreleases/reportcard .htm)
Tell McDonald's: No advertising on report cards at
http://salsa.democracyinaction .org/o/621/t/4886/campaign.jsp ?campaign_KEY=21959 *If you live in Seminole County, please also take a moment to email the school board and urge them to end all report card advertising.
Thanks,
The Campaign for a Commercial-Free Childhood
www.commercialfreechildhood .org
View comments (0)
Add comment