McDonald's Report Card Scheme Canceled

McDonald's Corp. has voluntarily pulled its sponsorship of report-card covers in Seminole County, Fla., public schools.

"This is a good day for parents and children in Seminole County and anyone who believes that corporations should not prey on children in schools," said Dr. Susan Linn, director of the Campaign for a Commercial-Free Childhood. "We are pleased that McDonald's is listening to parents all over the country who believe that report cards should not be commercialized."

The fast-food giant had agreed to sponsor the report-card jackets for the county's elementary schools to cover a printing fee of $1,600. There are 27,000 children in the school district.

    this promotion takes in-school marketing to a new low. It bypasses parents and targets children directly with the message that doing well in school should be rewarded by a happy meal
 
says Susan Linn, the director of CCFC and psychologist at Judge Baker Children's Center.
 
the press release states the Happy Meal promotion explicitly mentions cheeseburgers, French fries, and soft drinks as options. Happy Meals featured on the report card can contain as many 710 calories, 28 grams of fat, or 35 grams of sugar.
 
one parent was quoted as saying that her daughter worked so hard to get good grades and now thinks she has earned a happy meal. The parent has to be the "bad guy" and explain that McDonalds is not the kind of food that they eat.
 
what is happening in our schools?