Monday, October 22, 2012

You Can't Make This Stuff Up!

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.

To promote media literacy, ethics and responsibility in advertising to children."
But dig the teeniest, tiniest bit and you'll discover that they're just a food industry front group.

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?

A: Photosynthesis

Q: What food is made through photosynthesis?

A: Sugar

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"
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.]

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  1. Wow, that is something else. Reads like a parody piece.

  2. I think the first clue that something fishy is going on is the name of the organization "Concerned Children's Advertizers" Really? since when is it okay to advertize to children!!

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  4. You'd expect corporations to do whatever is necessary to protect their supply chain. That they are able to partner with dietitians and teachers is part of the deal.

    Sadly, academics and politicians are ill equipped to protect the public health from corporate scheming.

  5. Justine Townsend2:46 pm

    As an advertising "media professional" (currently studying families&nutrition and changing careers) I know that advertisers have no concern for children or what they advertise to them. I was, however, totally unaware that the members of this board are people from MacDonalds, Corus, Pepsico, Nestle, and Kellogg. This article made my blood boil! Every day articles like this surface that make me shake my head and wonder what is wrong with society - and also motivate me more to get in there an help create awareness and try and stop this type of thing from happening.

  6. Katie2:04 pm

    Noooo! I've always loved the Concerned Children's Advertisers, ever since they came out with this gem: