Have you ever heard of "Concerned Children's Advertisers"?
Superficially they sound awesome! Check out their 2 stated mandates,
"To contribute to the overall wellness of Canadian children as it relates to their emotional, social and physical well-being through innovative and effective social marketing and education programs.But dig the teeniest, tiniest bit and you'll discover that they're just a food industry front group.
To promote media literacy, ethics and responsibility in advertising to children."
So you tell me. Do you think it's ethical and responsible for Concerned Children's Advertisers to have partnered with the Canadian Sugar Institute to create a video that's targeted at teachers to use in their classrooms about "Nature's Sweet Mystery" and healthy eating?
Here are some choice transcripts from the video (which is also embedded below):
"Q: What is the primary source of energy for all life.
A: The Sun
Q: What is the process called where plants make their own food from sunlight, air and water?
Q: What food is made through photosynthesis?
and how about these gems,
"The body prefers carbohydrates for fuel, especially for the brain.
Sugars and starches are carbohydrates.
Glucose provides energy to our cells all over our bodies.
Let's recap. A lot of what we eat is broken down into a vital nutrient called glucose. This helps fuel our body.
Carbohydrates provide energy"
And then lastly here's the video's call to action,
"For more information on photosynthesis, food chains and healthy eating visit www.sugar.ca"Because who better than the Canadian Sugar Institute to teach your children about healthy eating?
More horrifying? Check out the who's who of organizations partnering with these "concerned" advertisers - a group that includes the Canadian Association of Principals, Dietitians of Canada and the Canadian Teachers Federation.
Like I said, you can't make this stuff up.
[Hat tip to the equally horrified Suzie Pellerin the Director of Quebec's Coalition québécoise sur la problématique du poids.]