CCFC’s sixth
annual Consuming Kids summit got off to a roaring start with the
presentation of the Fred Rogers Integrity Award to Morgan
Spurlock at a reception at Judge Baker Children’s Center. The
award, named in honor of the host of Mister Rogers'
Neighborhood, is given by CCFC to a public figure whose efforts
to protect children from harmful marketing best embody Fred
Rogers' long-standing commitment to nurturing the health and
well-being of America's children. Spurlock was honored for his
Academy Award nominated film Super Size Me, which educated
millions of Americans about fast food marketing and the obesity
epidemic, and his continued efforts to raise awareness about the
harmful effects of commercialism on children.
Spurlock was
visibly moved when he received the award – a replica of the
famous trolley from Mister Rogers Neighborhood (although he
joked that he hoped for a blue cardigan). He recounted his own
childhood memories of Mr. Rogers before entertaining the
audience for more than an hour with clips from his films and
stories about McDonald’s, commercialism, activism and his own
unexpected success.
Highlights
included Spurlock’s rendition – complete with dance moves – of
the fast food song sung by children at summer camps, his
accounts of the infamous McLibel case in Britain and Jose
Bové’s bulldozing of a McDonald’s in France, and his
acknowledgement of the vegans in attendance, “Broccoli posse,
represent!” The audience also roared its approval when Spurlock
compared Ronald McDonald to a drug pusher: “Did you ever
notice the clown never eats the food? That’s the dealer’s number
one rule: don’t get high on your own supply.”
“Morgan set the
perfect tone for the summit,” said CCFC’s director Dr. Susan
Linn. “By demonstrating that activism can be both fun and funny,
he demonstrated all of the qualities that have drawn so many
young people into the movement to protect children from
commercial exploitation.”
Spurlock summed
up his feelings about the night: “It is such an honor to
receive an award like this from a group that has done so much to
fight against the targeting of children by marketers and
corporations. And it’s even cooler to get an award named after
Mr. Rogers.”
CCFC is
privileged to have permission from Joanne Rogers and Family
Communications, Inc. to give the Fred Rogers Integrity Award.
The award was given to Senator Tom Harkin in 2005 and Raffi
Cavoukian, the beloved children's troubadour, in 2006.
