McDonald's bribes schools into pushing Happy Meals

[babylonsister]

McD's Newest Ad Platform: Report Cards
Not Surprisingly, Watchdogs Give Fast-Feeder's Play Failing Marks

By Emily Bryson York
Published: December 05, 2007

CHICAGO (AdAge.com) -- McDonald's has found a nifty way to reach kids even as TV ad options toward the demographic shrink: Advertise on report cards.



This is not the first time the school district has run ads on report cards. Before McDonald's, the sponsor was Pizza Hut.

The Golden Arches picked up the $1,600 cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Fla., in exchange for a Happy Meal coupon on the card's cover. With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that's less than 2 cents per impression.

Children who earn all A's and B's, have two or fewer absences or exhibit good behavior are entitled to a free happy meal at a local McDonald's -- so long as they present their report card.

A 'new low'
Naturally, that's riled some consumer groups. "Lots of companies advertise directly in schools, but I think McDonald's has taken this to an all new low by advertising on report cards," said Susan Linn, director of the Campaign for a Commercial-Free Childhood. "It bypasses parents and targets children directly, {telling them} that doing well in school should be rewarded by a happy meal."

more...

http://adage.com/article.php?article_id=122421

[sakabatou]

1. Because schools need money right?

Money... that's gone toward the war... which are killing our kids which could've gone to schools if it never happened...

:wow:

IT'S A CONSPIRACY!

[sandnsea]

2. The reward is fine

The report card printing is horrific. We had an afterschool program where the kids got happy meals while getting help with homework. That's fine. But printing stuff right on report cards??? Unreal.

[DadOf2LittleAngels]

4. Depends on the happy meal

Back in my day (old man voice) the soft drinks that came with a happy meal were about half the size of the drinks today...

Though McDonald s is at least moving towards getting rid of trans fats..

[sandnsea]

6. I understand

They may have come with milk, I really don't know. I'm just saying there are ways schools can use corporate assistance without this kind of out and out exploitation. I think the homework program, and the Pizza Hut reading program, are more effective anyway. Target very specific behavior that will improve the grades. That's what works.

[DadOf2LittleAngels]

8. Youre 100% right

[DadOf2LittleAngels]

3. The school is mostly to blame here

Why not put in an add for office depot or something?

[Taverner]

5. Exactly - I have no problem running ads on report cards

It's who is running those ads - if it were office depot, staples or target - hell, even WalMart - it would be ok

But fast food - this is meant to make the kid go nuts and plead with daddy to buy it.

[DadOf2LittleAngels]

7. And I like McDonalds

But you hit the nail on the head...

I can no longer eat there because my daughter is Milk allergic and they have dairy proteins in their fries...

[sandnsea]

9. Corporate schools?

No, it is not okay to have corporate brands all over our schools.

[Taverner]

10. Eh - its inevitable

Kind of like going to a brothel and complaining about all the hookers in the room.

[sandnsea]

11. No, it is not inevitable

It's being fought on a regular basis with fairly good success. Unless you want corporations deciding which schools get what money and what programs get taught.

[Taverner]

13. They already do

Don't you remember the four food groups (Dairy, Meat, Vegetables and Grains and Cereals)? That never existed in science but was pushed onto the school districts by the Dairy, Meat and Grain lobbies.

Corporations have been running the show for a very long time. The key is to make it provide the most benefit, and the least harm. Office Depot on report cards is a concession I'm willing to make. McDonalds on same said report card is not.

[sandnsea]

14. That is not the same as choosing education programs

We already have huge publishers with way too much control of what goes into the textbooks. We've got Bill Bennett's K12 program taking over homeschoolers. Are we going to stay busy fighting vouchers while they come in the back door with all these "sponsorships"??

[Taverner]

15. I'll take the sponsorships over the Christofascist Textbooks personally

[sandnsea]

16. They're equally bad

No wonder this country is going down the toilet.

[rodeodance]

12. anything to make a pretty penny for districts who are cash strapped.