Where’s Ronald McDonald? Track Down The Clown, And Protect Your Kids.
Published on January 2, 2010 by admin · 8 CommentsMcDonald’s CEO James Skinner says “Ronald [McDonald] has never sold food to kids in the history of his existence.” Can this possibly be true? To find out, Corporate Accountability International’s Value [the] Meal campaign supporters have launched the nationwide “Where’s Ronald?” scavenger hunt to expose how McDonald’s uses the clown as a marketing tactic to hook our kids on fast food.
Save for Santa Claus, no icon is more recognized by our children than Ronald McDonald. This wouldn’t be so bad if he were bringing them gifts – but in reality he’s hooking them on unhealthy food for a lifetime.
“Just as Joe Camel lured a generation of kids to cigarettes, Ronald McDonald is luring the next to meals that are unhappily high in salt, sugar, and fat,” said campaign director, Judy Grant.
Despite Skinner’s claims that Ronald doesn’t’ market food to children, the clown has already been sighted on internet sites that children use, on commercials during children’s programming, and hosting events and parties for children in cities across the country.
Where will Ronald turn up next? It’s easy to help find him, and it’s as easy as the click of a camera phone! Participants will help build a powerful record of where and how McDonald’s uses this marketing icon – and could win some fun prizes from Corporate Accountability International.
“Once you get started looking for Ronald, you’ll see how even the most informed and vigilant parents face an uphill battle to make sure their children eat healthy,” said Grant. “So much of McDonald’s marketing aims to bypass parents influence entirely!”
Details on how to participate in the scavenger hunt – and on the impact of the fast food industry on children’s health – are available at www.WheresRonald.org.
Tags: "Where's Ronald?" scavenger hunt, Children Food Marketing, Corporate Accountability International\'s Value [the] Me, James Skinner, Marketing towards kids, McDonald's, McDonald's Clown, McMurder, Ronald McDonald, Where's Ronald
Readers Comments (8)
I work at a Mcdonalds in the US and do believe they use Ronald to lure kids in. Almost every Happy meal box has his picture on it. Yes I am Vegan and work there and it is hard to do that, but I have worked there 14 years and only been Vegan 1 year. But on the plus side I have helped many of my crew people and fellow managers lower their meat intake several have become veg. Just a FYI for vegans that think eating the fries at Mcd’s is a safe option its not. Evan I thought it was safe but have since found out they contain milk and natural beef flavorings, it does pay to read labels and ask.
I’ve heard that about their fries. Luckily my son has never been drawn into food by characters. I think the parent has a big role in that.
One more thing….It’s amazing what the dairy industry is doing with their new Milk Commercials. The White Gold one, please they are really grasping.
This is a great campaign. What concerns me the most about fast food advertising is how it completely undermines parental responsibility. They know that the earlier they can earn kids’ brand loyalty the better, so that’s why Ronald is EVERYWHERE. As long as he’s in schools, on the internet, in hospitals, libraries, etc, even the most responsible parent is going to have a tough time competing and developing healthy eating habits with their children. Way to go Corporate Accountability International!
It is very difficult for a parent to compete with corporations like McDonald’s but I believe it’s worth the fight. Just last week my 6-year-old child pointed at the iconic golden arches and asked, “what’s that?” We were completely shocked and thrilled that he doesn’t even recognize the symbol. We don’t own a TV and never eat fast food. Not having a TV removes us from the constant bombardment of advertisements for crap we don’t need or want, and I can see the benefits in our lives as a result of this simple decision.
It’s so wonderful to read about the huge “strike” against Mickey D’s.
I think that blogs like this have way more power than corporations will ever admit…..
McDonalds is not a very healthy place to eat, but that is only their burgurs, and fries, eat their salads, and breakfeast foods, they are much healthier.
It’s so wonderful