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For shame. Despite its vow to push healthy options when targeting kids under 12, McDonald's has "awarded" the brainiest students of Seminole County, Florida free Happy Meals. In exchange for footing a $1,600 printing bill, Micky D's was allowed a prominent ad spot on 27,000 report cards. Only one parental complaint was filed and the school district has decided to continue running the promo.
thanks bryman!
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Comments
In the NYT piece I was struck by the quotes from the PR people having to do with any NATIONAL programs they've instituted; the fast food chains are corporations with thousands of franchised operations where community involvement like this can be done without their knowledge or even endorsement. A decision by an owner of a restaurant in one community comes up against extensive PR and communication efforts at the national level.
I honestly see no problem with this. I know people are busting a nut in anger but methinks those same people were raised with a program called "Book-It." Parents have to physically take their child to McDonalds so why not take the opportunity to teach them about healthy eating habits?
Book-It was the first thing that came to my mind as well. In early grades, we would get a free personal pizza at Pizza Hut if we read 5 books. It was awesome. I remember there were also toys involved, and I gathered quite the collection of Back To The Future 2 sunglasses.