Tuesday, June 06, 2006

Ronald McDonald fronts 2010 Olympic fitness pitch

The corporate frontman for fast-food giant McDonald's Restaurants -- is visiting elementary school children across the province to deliver a message of nutrition and fitness on behalf of the 2010 Olympics.

"The focus is not on french fries and burgers, but on making healthy food choices, working hard and being fit," said Renee Smith-Valade, spokeswoman for the Vancouver Organizing Committee for the 2010 Games.

"We're fully supportive of it," she said.

The Go Active Canada interactive school show is one of two national fitness and nutrition programs being offered to elementary schools by McDonald's Canada, a top Olympic sponsor. The programs are only brought into schools upon the schools' invitation.

McDonald's spokesman Chris Stannell said that under the interactive program, Ronald McDonald is visiting elementary schools to "offer and promote the idea of leading a balanced, active lifestyle."

Stannell said the programs reflect McDonald's dedication to "being part of the solution to health and wellness today."

Not everyone is as pleased with the company's involvement in schools.

Michelle Morton, whose 10-year-old daughter attends an elementary school in Squamish, said she was appalled to hear of Ronald McDonald's appearance last week at two local schools in conjunction with the Olympic Games.

"Since when did the Olympics equal McDonald's?" said Morton, who questioned the ethics of exposing children as young as five and six years old to McDonald's' corporate messages and logos.

Seb Amenta, principal of Stawamus elementary, said staff at his school felt "uncomfortable" with the McDonald's' connection after they attended the presentation at Garibaldi Highlands, along with approximately 55 students, in grades 2 to 7.

"My staff, when they went, said, 'Oh, it was splashy. We couldn't help but see the Big M everywhere,'" Amenta said.

"The sponsor was definitely visible."

Amenta said the students who attended the presentation enjoyed it, and teachers were impressed with the overall message of fitness and good health. But, he said, schools must be extra vigilant about exposing children to corporate culture.

"Money can start to take over, and we can't go there with our kids. They are too precious," Amenta said.

Courtesy of the Vancouver Sun

Steve - it has been well documented that McDonald's main goal is to cement their brand in young children. Once they have them hooked, they have customers for life. It is so hypocritical for them to be parading around Ronald McDonald promoting health and fitness. At least this "corporate con job" did not go unoticed by some of Vancouver's citizens.



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