Wednesday, June 1, 2011

NPTtv Summary: Nonprofit Targets Ronald McDonald

Note: This is a summary/reaction to a story from the latest webcast of The NonProfit Times.

If one nonprofit gets its way, the clown with the big red shoes won't be around much longer.

Corporate Accountability International is turning its sights on Ronald McDonald, the famed mascot of the fast food chain McDonald’s. In an open letter to the company’s CEO, Jim Skinner, the nonprofit expresses concern that the use of the clown mascot in McDonald’s marketing campaigns is helping to promote unhealthy eating among children. Below is an excerpt from that letter:

“We ask that you heed our concern and retire your marketing promotions for food high in salt, fat, sugar, and calories to children, whatever form they take, from Ronald McDonald to toy giveaways. Our children and health care system will benefit from your leadership on this issue.”

Judging from the response from McDonald's, however, it seems that Corporate Accountability will not get their wish:

“We are committed to responsible advertising and take our communications to children very seriously. Ronald is an ambassador for good and delivers important messages to kids on safety, literacy, and balanced, active lifestyles.”

So at least for now, it doesn't appear Ronald McDonald will be leaving TV anytime soon.

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