Wednesday, October 14, 2015
3 million teachers to McDonald’s: We’re not lovin’ it
Adding to corporation’s woes, nation’s largest teachers union rejects McTeacher’s Nights, marketing in schools
Boston, MA –Today, the National Education Association (NEA) and more than 50 state and local teachers unions challenged McDonald’s CEO Steve Easterbrook to end McTeacher’s Nights, the corporation’s most exploitative form of kid-targeted marketing.
The call, issued in a letter written and organized by Corporate Accountability International (CAI) and Campaign for a Commercial-Free Childhood (CCFC), comes as McDonald’s struggles to climb out of seven consecutive quarters of nose-diving sales in the US and continues to lose families—its core customer base. The letter builds upon a growing movement of parents and health professionals who are demanding McDonald’s end its kid-targeted marketing, and an increasing number of institutions—most recently the Cleveland Clinic—that are severing ties with the corporation.
On McTeacher’s Nights, McDonald’s recruits teachers to “work” behind the counter and serve burgers, fries, and soda to their students and their students’ families. The corporation heavily brands the events, even going so far as to provide uniforms andbranded shirts for teachers to wear behind counters. In return, McDonald’s donates only a small portion of the event’s proceeds. The events take advantage of cash-strapped schools and use teachers to sell junk food directly to their students in order to create brand loyalty.
At McDonald’s most recent shareholders’ meeting, the Chicago Teachers Union denounced the practice on behalf of teachers in the corporation’s own urban school district.
“It is wholly inappropriate for McDonald’s to exploit cash-strapped schools to market its junk food brand, while miring its workers in poverty, effectively hollowing out the tax base for our schools,” said Jesse Sharkey, Vice President of the Chicago Teachers Union. “In Chicago we face potentially devastating cuts to our schools, yet one of the world’s richest corporations operating in our backyard is exploiting this situation by eroding the school food environment and our students’ health in the long-run.”
Not only are McTeacher’s Nights harmful for children’s health, they are also chronically poor fundraisers. Schools typically receive only 15 to 20 percent of the event’s proceeds, often amounting to only one to two dollars per student. According to CCFC’s research of a sampling of 25 schools which had participated in McTeacher’s Nights, only five schools raised more than $1,000.
“Frankly, it’s disrespectful for a multi-billion dollar corporation such as McDonald’s to throw pennies at our schools while it uses our teachers to market its products,” said Melinda Dart, Vice President of the California Federation of Teachers and President of the Jefferson Elementary Federation of Teachers. “At a time when we are working hard to help our youth adopt healthy habits, this corporation and its junk food simply have no place in our schools.”
In public statements, executives have waffled around the scope of McDonald’s marketing in schools. For instance, shortly after executives publicly denied putting Ronald McDonald in schools, McDonald’s USA President Mike Andres told investors on a December 2014 investor call that McDonald’s has to be “in the schools.” During that call, Andres also cited a presence in schools as part of the corporation’s “heritage.”
Despite executives’ statements, McDonald’s continues to market directly in schools by sponsoring McTeacher’s Nights and sending Ronald McDonald into schools under the guise of physical education and reading programming. It has also sold branded fast food in school cafeterias.
Today’s call was backed by authorities in the field of education, including Diane Ravitch, Ph.D., Research Professor of Education at New York University; Nancy Carlsson-Paige, Professor Emerita at the Graduate School of Education at Lesley University; and Kevin G. Welner, Professor and Director, National Education Policy Center, University of Colorado Boulder.
Michelle Obama and the USDA have announced new proposals to stop the practice of promoting junk food in schools. The American Academy of Pediatrics and four federal agencies have also recommended restricting junk food marketing to kids.
Institutions calling on McDonald’s to end McTeacher’s Night events include:
- National Education Association
- National Education Association Healthy Futures
- National Education Association state affiliates
- National Education Association local affiliates
- Los Angeles
- American Federation of Teachers state affiliates
- West Virginia
- American Federation of Teachers local affiliates
- Los Angeles
Melissa Cropper, President of the Ohio Federation of Teachers
“It’s shameful that McDonald’s is using the tragic underfunding of our public schools as a marketing opportunity. Teachers should never have to sacrifice their students’ health in order to earn a few extra resources for their classrooms. Through McTeacher’s Nights, McDonald’s is exploiting cash-strapped schools to hawk a junk food brand that is making children sick.”
Andy Ford, President of the Florida Education Association
“Teachers should never have to choose between funding their classrooms and teaching their students to grow into healthy adults. We are proud to stand with our teachers in promoting our students’ health, not the profits of a multi-billion dollar corporation.”
Eric C. Heins, President of the California Teachers Association
“As educators we care deeply about the well-being and safety of our students. The science on this issue is clear: junk food is not only bad for children’s health, but is one of the leading causes of diseases like obesity and Type 2 diabetes. That is why we urge McDonald’s to stop targeting our children.”
Richard Stutman, President of the Boston Teachers Union
“Though McDonald’s claims McTeacher’s Nights are about fundraising, the truth is they’re about marketing. While McDonald’s reaps the PR benefits, teachers are forced to compromise their values and students are tricked into associating McDonald’s food with healthy eating practices—something that couldn’t be further from the truth.”
Mark Noltner, Teacher and parent
“When my daughter came home from school and told me the teachers were wearing McDonald’s shirts to promote an upcoming McTeacher’s Night, I was outraged. It’s hard enough helping my daughter navigate the minefield of unhealthy marketing; the last thing she needs is her teachers hawking junk food. And as a teacher myself, it infuriates me that McDonald’s would manipulate the trust that teachers develop with their students.”
Josh Golin, Executive Director, Campaign for a Commercial-Free Childhood
“Of all McDonald’s underhanded tactics to promote its brand to children, using teachers to lure elementary school students is the most unconscionable. Children are uniquely vulnerable to marketing, but when the pitchman for a product is their own teacher, they don’t stand a chance.”
Sriram Madhusoodanan, Director, Value [the] Meal campaign at Corporate Accountability International
“McTeacher’s Nights exploit budget shortfalls, co-opt and manipulate teachers and prey on children. Such a tactic lands McDonald’s squarely in the Hall of Shame, right next to its mentor, Big Tobacco. At a time when the public health community is decrying marketing in schools, this corporation shows it will stop at nothing to target our kids.”