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Where's Ronald? Photo:
permanently scatterbrained, Flickr.
Corporate Accountability International, a watchdog organization based in Boston, claims that through television commercials and by appearing at schools, libraries, hospitals and McDonald's restaurants, Ronald is marketing directly to impressionable children. The result they say contributes to diet-related diseases like obesity and Type 2 diabetes.
As part of a larger initiative to fight fast-food marketing aimed at kids, the organization has started the "Where's Ronald" initiative, a Ronald McDonald scavenger hunt in which activists track down the clown by photographing or videotaping him at public appearances.
"We need your help to expose the near ubiquity of the clown and the ways it is used to hook our kids on food that makes them sick," CAI says. The grand prize? A gift certificate to a "sustainable, healthy restaurant near the winning participant's home."
"Ronald McDonald is not used to directly promote our food, neither in advertising or personal appearances," McDonald's said in a statement to Slashfood. "We have a special relationship with children and the quality and great taste of our food play a major role in why families choose McDonald's."
McDonald's did not respond directly to questions about the Where's Ronald campaign, which the CAI hopes will shame the fast-food giant into curtailing, or someday eliminating, the clown's role in selling burgers and fries to kids.
"Outside of Santa Claus, Ronald McDonald is the most recognizable character in the world for children," says T.J. Faircloth, the group's research director. "He's very important to their business of building brand loyalty for unhealthy products. We wanted to raise awareness in a creative way and put pressure on McDonald's to change their marketing practices."
The organization provides the anti-Ronald activists with a "Where's Ronald" action guide, a seven-page manifesto that suggests they "recruit and train between one and five volunteers to help scout and document Ronald sightings." (Sightings can include internet screen-grabs and television commercials.)
The "Where's Ronald" hunt will last at least several months and the participant who documents the most Ronald sightings will win the gift certificate and other still-to-be determined prizes (though Big Macs are definitely out), Faircloth says.
CAI employees documented a recent appearance by Ronald at a McDonald's in Middletown, Mass., where the seemingly benign clown was greeting children and giving them stickers and puzzles or "Ronald paraphernalia" as Faircloth calls it. They were told that he was in town for several appearances at local schools as part of an anti-bullying program. And four years ago, McDonald's declared Ronald a 'health ambassador" to promote school fitness in elementary schools.
Libraries throughout the country frequently invite Ronald McDonald to make appearances because he generates such strong interest in childhood reading. After an appearance last August at the Harris County Library in San Jacinto, Texas, Circulation Assistant Hugo Ortega wrote on the library blog, "The children smiled and laughed as he performed one goofy act after another. The parents attending ... joined their children in their amusement of the beloved mascot."
And Ronald McDonald House offers sick and injured children and their families free lodging and social services while they're being treated at out-of town hospitals. Faircloth calls Ronald's promotion of reading and fitness part of McDonald's "nutriwash" of its unhealthy image.
"Ronald is literally everywhere," Faircloth says. "They say he's not actively promoting fast food. But he represents a brand that's inherently unhealthy. Is it time to retire Ronald? That's certainly the direction our members are pushing us."
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11-18-2009 @3:26PM Ben said... Oh please!! Come on, you have got to be kidding me!! If parents don't want their kids to have junk food, don't give it to them.... duh!!!! Be the parent and say no!! If they throw a fit, punish them!! easy as that! case closed!
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11-18-2009 @8:08PM Karen C said... People have to remember that children are not the ones going into McDonalds and purchasing food, parents are. An occasional Happy Meal will not harm a kid. Parents who choose fast food over home cooked food are to blame, not the existance of a clown. If blame needs to be placed for overweight children, point the finger at parents. I am a working mom of 3 and I love fast food, but as tempting as it is to go there for both convenience and taste, I opt to cook for my kids at home. McDonalds or a pizza or food along those lines is just an occasional treat. Leave poor Ronald alone!
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11-18-2009 @3:28PM michelle said... Ronald McDonald is a made up character. Lazy parents get their kids hooked on junk food.
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11-18-2009 @3:31PM thom said... Ronald McDonald is not used to directly promote our food, neither in advertising or personal appearances," McDonald's said in a statement to Slashfood. "We have a special relationship with children and the quality and great taste of our food play a major role in why families choose McDonald's."
WHAT A BUNCH OF TWISTED LYING PARASITES. THEY KNOW THE CLOWN ATTRACTS AND BRAINWASHES KIDS, THATS THE REASON THEY CONTINUE TO USE THIS METHOD OF BRAINWASHING.
MACDONALDS' FOOD SUCKS - QUIT BUYING THE GARBAGE AND POLLUTING YOUR BODIES..............
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11-18-2009 @3:36PM md3td said... really? are you kidding me?in this article Ronald was mentioned about 10 times....thats enough to make me think of Micky D's! im hungry ...off to get a Big Mac! Thanks CAI for the late lunch suggestion.
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11-18-2009 @3:36PM Boxer said... I absolutely hate McDonalds! BUT that having been said, when I was a teen I had cancer and almost died. The only help my family received was from Ronald McDonald house. Not the American Cancer Society nor any other Cancer related "not for profit". I will NEVER eat at McDonalds but I make a hefty donation to Ronald McDonald house every year.
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11-18-2009 @4:12PM Princess said... So lets get rid of Santa Clause and the Easter Bunny next because they are seen at the malls promoting the giving of gifts. Give me a break please. If you don't want your kid to have McDonalds then get your lazy butt up and cook them a good meal.
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11-18-2009 @3:45PM rob said... this is absurd. first of all, mcdonalds rules. second of all, seriously? dont buy mcdonalds for your kids. when they are old enough to make those decisions for themselves, then they will make that decision.
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11-18-2009 @3:48PM thom said... YOUR TRYING TO CLAIM PARENTS ARE COMPETENT ! MOSTS PARENTS TODAY HAD KIDS THEY NEVER WANTED, ACCIDENTAL PREGNANCY. THESE PEOPLE ARE NOT QUALIFIED THINKERS, LET ALONE QUALIFIED PARENTS AND HALF OF AMERICA IS THIS WAY. YOU PEOPLE NEED TO STUDY SOCIETY MORE, OBVIOUSLY YOU MISSED QUITE A BIT OF HISTORY ALREADY. LIFE IS REALITY- NOT MAKE BELIEVE - PEOPLE TEND TO MAKE CRAP UP SO THEY CAN JUSTIFY THEMSELVES AND LIFESTYLE.
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11-18-2009 @3:51PM Heather said... This is so stupid. It doesn't involve the Ronald McDonald Figure. It involves how many times a person eats there or at any fast food restaurant and how much a person eats. So what if McDonald's food tastes bad and greasy. If the kids love getting the toys and eat the nuggets, then keep getting it for them, but in moderation.
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11-18-2009 @3:52PM ken said... I guess the Easter Bunny will be next for peddling eggs. CAI needs to get a real job! When the schools quit having exercise every day (gym class) they starting the kids getting fat. As long as you get plenty of exercise, you can eat almost anything including cheese burgers.
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11-18-2009 @3:58PM Tracey said... This is one of the silliest things I have ever heard of. I have two small children. We eat at McDonald's maybe once a month. Where does a parents' responsibility fit into this article? I am a parent that limits junk food intake. If I teach my children that junk food in moderation is okay, then I am teaching them life long decisions making skills. I also support Ronald McDonald House charities. If it were not for them then I would not have been able to be close to my preemie baby.
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11-18-2009 @4:14PM geneblohm said... This is absolutely the most rediculos situation I can
even think about. I have been part of McDonalds for
many years. Not anymore, but still take my Great Grandchildren My daughters worked there and ate there.
One is 57years Young and the Other 55. Always been healthy
does a chicken walking down the street make you go to one of the many Chicken Places
Ronald McDonald is a LandMark, of a famous person who
had children on his mind. Not TO LURE ANYONE THERE.
I HAD BETTER SIGN OFF AND GO GET ME A BIG MAC.
I HAVE BEEN PARTAKING OF THER FOOD FOR THE BEST PART OF MY 78 YEARS
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11-18-2009 @4:10PM Nancy said... Oh How Stupid, first of all if Mom & Dad are fat the kids are going to follow. McDonalds has Lots of good food too apple slices Yogurt grilled chicken salads. It's up to Mom & dad to set the good & bad & once in a awhile as a treat have a burger(no Cheese) & small fry & a milk. No dbl sized anything
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11-18-2009 @4:12PM wendyk3884 said... The Morons who write these articles have to remember that McDonalds came about as a sevice to provide a family with an occasional treat of a meal. This was not designed to live by every night. Even if people were to live by frozen dinners and serve them at home every night or boxed Mac-n-cheese, the outcome would be the same. It isn't Ronald killing us, it is our own lazy asses who won't take responsibility for learning to eat and live properly.
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11-18-2009 @4:14PM Matt said... "Brainwashing?" Does Ronald fly the country in a black helicopter or something?
Seriously, when this organization I've never heard of does anywhere near what McDonald's does, Ronald McDonald House, etc., then I'll listen to them. Until then, they're just a shrill buzzing noise in the background, like all of the other nutbags out there. You don't like McDonald's don't eat there. You like McDonald's, fine, Bon Appetit. I'm guessing that this is somehow Obama's fault, or Bush's, or Clinton's or something. Sheesh!
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11-18-2009 @4:27PM Carla Peele said... Yes, because it's the CHILDREN who decide where you eat, not the parents who are driving the car and PAYING for the food... :::rolls eyes:::
I make home-made nuggets at home, but we do go to McDonald's for treats here and there. So what?
What IS it with these health food people that other food isn't allowed to EXIST? That people just have NO self control? That they must be TOLD what to eat, because most of us are obviously too stupid to choose for ourselves? Whatever.
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11-18-2009 @4:30PM Valiant36C said... Personally I'd say Santa Claus, Spongebob Squarepants, Hannah Montana, Mickey Mouse then maybe Ronald McDonald as far as the most recognized by children. Most kids are afraid of clowns anyway. But I guess we better subpena the Trix Rabbit, Count Chocula, The Lucky Charms Leprechaun, and Tony the Tiger as well, cuz there are just as much to blame for kids eating the wrong stuff. How about you spend some time with your kids, and maybe eat dinner at the table without the TV on for a change???
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11-18-2009 @4:37PM Travis said... Thats is rediculous. I work at mcdonalds and honestly yeah it is a bunch of lazy fat people that dont wanna make dinner at home. kids dont get fat because of what they choose your family is what makes that choice for you. Honestly are you going to go after the Little wendys girl for being to cute come on get real. Your an idiot.
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11-18-2009 @4:39PM garboop2 said... I would be willing to bet that when the Micky-D folks send Ronald to a library(probably at a school), he probably encourages salads, and the new Micky-D's healthy child's menu. In the end, as posted already, it's the parents' job to teach their kids to eat right. GO RONALD!
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