A coalition of health professionals and parents last week called for the resignation of Ronald McDonald. They claim the 50-year old mascot encourages kids to eat unhealthy foods and contributes to childhood obesity problems.
Corporate Accountability International, which has waged campaigns against
bottled water and tobacco companies and was behind the effort to retire Joe
Camel from Camel cigarettes, released a new poll from Lake Research Partners
that showed that while two-thirds of Americans had a favorable impression of
Ronald McDonald, 47 percent said they support retiring Ronald as a corporate
mascot. Over half say they "favor stopping corporations from using cartoons and other children's
characters to sell harmful products to children."
At "retirement parties" held at various McDonald's and college campuses last Wednesday across the country, volunteers encouraged people to sign retirement cards for Ronald.
"No icon has ever been more effective in hooking kids on a harmful product," said Deborah Lapidus, the senior organizer at Corporate Accountability International, in a statement. "Kids have become more obese and less healthy on his watch. He's a deep-fried Joe Camel for the 21st Century. He deserves a break, and so do our kids."
The front page of the movement's website, retireronald.org, shows a cartoon of a retirement party for the clown with attendees including Joe Camel, Spuds MacKenzie of Bud Light fame and the Marlboro Man.
McDonald's released a statement calling Ronald McDonald "a beloved brand ambassador for McDonald's" and touted his charity efforts.
"Ronald also helps deliver messages to families on many important subjects such as safety, literacy, and the importance of physical activity and making balanced food choices. That's what Ronald McDonald is all about, which our customers know and appreciate," McDonald's said in the statement.
Discussion Questions: Should McDonald's retire Ronald McDonald? If yes, how should McDonald's handle it? Do you expect criticism over such cartoon and character brand mascots to continue to grow over child obesity concerns?
- Kids Deserve a Break Today: Parents, Health Experts, Children's Advocates Call on McDonald's to Retire Ronald - retiredronald.org
- Corporate Accountability International poll shows Ronald McDonald contributes to obesity epidemic - New York Daily News
- Group tells Ronald McDonald to take a hike - CNN.com