Thursday, December 6, 2007

McDonald's pushes envelope with report card promo

I don't always agree with the Campaign for a Commercial-Free Childhood, but this time, they have a point. Seems that in Seminole County, Florida, students received their report cards in an envelope emblazoned with a picture of Ronald McDonald and promising them a Happy Meal for good grades. Now that's what I call pushing the envelope! Anyway, at a time when childhood obesity is making headlines—I saw another alarming report about that last night on NBC Nightly News, while slicing the kids' vegetables (get it? I'm a health Mom!)—companies like McDonald's have to pick their advertising choices carefully. Now, McDonald's counter to this is that the school board and parents in Seminole are behind the promotion, and that Happy Meals can contain healthy alternatives: "McDonald's provides parents with Happy Meal choices including Chicken McNuggets made with white meat, hamburgers, cheeseburgers, apple dippers, apple juice and low-fat milk, so they can choose the Happy Meal that is appropriate for their child." OK, point taken. But McDonald's still has a long way to go to rehabilitate its image before it should consider advertising on report card envelopes.

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