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Mcdonald's Ends Report Card Advertising


Nina M. Lentini

January 18, 2008

THE CAMPAIGN FOR A COMMERCIAL-FREE Childhood (CCFC) on Thursday announced that McDonald's has ceased its report card advertising in Seminole County, Fla.

For its part, a company spokesperson said: "McDonald's support of education and academic excellence is an important and integral part of our heritage. Our support of education, as well as our relationship with local schools across the country, is a long-standing commitment and will continue.

"It was McDonald's decision to remove our trademarks from report card jackets in Seminole County, Florida, because we believe the focus should be on the importance of a good education."

The CCFC said: "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. We are pleased that McDonald's is listening to parents all over the country who believe that report cards should not be commercialized."

Elementary school students had received report card envelopes adorned with Ronald McDonald and promising a free Happy Meal to students with good grades, behavior or attendance.

A McDonald's spokesperson at that time had said: "McDonald's has a long-standing and rich heritage of supporting education and academic excellence."

He said the initiative is supported by the School Board of Seminole County and widely supported by the local community. "McDonald's does not advertise in schools. However, we continue to support education initiatives in the communities we serve," he said.

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