海角大神

Why LeBron James needs to dump his McDonald's contract

LeBron James is a superhero to millions of children, and when he holds a McDonald鈥檚 burger in hand, he's telling those children that McDonald鈥檚 food is what a world-class athlete eats. LeBron James ending that partnership would make him a true hero to the nation's kids. 

While my son, Yousef, has a number of heroes in his life, none loom as large (literally and figuratively) as LeBron James. Yousef is constantly practicing LeBron鈥檚 moves, can鈥檛 stop talking about him even at dinnertime, and even has a tattered poster of the basketball superstar plastered on his wall that he refuses to take down. My son鈥檚 devotion to the NBA legend is exactly why James鈥� sponsorship with McDonald鈥檚 is deeply disturbing to me. 聽

I know Yousef鈥檚 not alone鈥攎illions of kids across the country look up to James as a hero. As he struts his stuff across the court and shows up on commercials online and on TV, they absorb, like the little sponges that they are, all the messages he promotes. So when LeBron holds a McDonald鈥檚 burger in his giant hand, his muscles bulging and a charming grin on his face, he鈥檚 telling Yousef and all those other kids that McDonald鈥檚 food is what a world-class athlete eats.

And these kinds of messages aren鈥檛 only coming from LeBron. McDonald鈥檚 seeks out sponsorship of prominent athletes and sports associations鈥攕pending hundreds of millions of dollars to have it named an 鈥渙fficial restaurant鈥� or 鈥減artner鈥� of the National Basketball Association, the National Football League, and even the Olympics. For the junk food brand, this money is well spent鈥攎aking the brand and its food seem healthier than it really is. Athletes like gymnast Gabby Douglas, speedskater Shani Davis, and swimmer Dara Torres are all used by this billion dollar brand to market to children. With the links between junk food marketing and the epidemic of diet-related disease聽, McDonald鈥檚 co-optation of athletes and sports is devastating to kids' health everywhere.

As the assistant director at聽鈥攁 grassroots organization focused on healthcare and other pressing issues in the Latino community of Southside Chicago, Illinois鈥擨 see on a daily basis the heartbreaking impact of this kind of marketing. When we visit homes, diet-related illnesses like diabetes are one of the most common ailments we encounter. Organizations like mine around the country are working to end the health disparities that affect our communities, and all the while junk-food marketing targeted at our kids exacerbates this crisis.

You see, black and Latino kids get what we call a 鈥渄ouble dose鈥� of marketing by McDonald鈥檚: first they鈥檙e marketed to as kids and then as people of color.

It鈥檚 no secret McDonald鈥檚 has led the way in developing the most insidious ways to market its junk food聽to kids鈥攆rom Ronald McDonald to Happy Meals to McTeacher's Nights (yes, that鈥檚 a聽)鈥攊n order create life-long brand loyalty. And in black and Latino communities, McDonald鈥檚 has aggressively sited its stores near schools, exposing kids in our communities to its brand more often. Combine this with McDonald鈥檚 exploitation of the celebrity and status of athletes of color like LeBron James and its online 鈥渃ulture鈥� sites like 365Black.com and MeEncanta.com鈥攁nd its inundation of our communities is complete.

The result of all this targeted marketing? Black and Latino children are聽getting sicker than white kids聽when it comes to diet-related diseases.

As a mother and a community organizer, I find McDonald鈥檚 inundation of marketing targeted at the children in my community completely unacceptable. I feel lucky right now that, despite his love of LeBron James, my son is making good food choices. But I know it鈥檚 only a matter of time before all the marketing he鈥檚 exposed to is going to start countering the messages that he鈥檚 gotten from me since birth. And I worry about how this will affect him. This is not a level playing field we鈥檙e talking about here, folks.

That鈥檚 why I鈥檓 joining Corporate Accountability International and a coalition of 50 organizations, health researchers, public health advocates, and public officials including the Praxis Project, the Yale Rudd Center for Food Policy and Obesity, and the Chicago Hispanic Health Coalition in calling on LeBron James to stand up for children鈥檚 health and聽.

This is James鈥� chance to be a role model and champion for children鈥檚 health. We know he cares about the kids that look up to him. After all, he helped promote Michelle Obama鈥檚 Let鈥檚 Move campaign, extolling the virtues of healthy eating and exercise. But his contract with McDonald鈥檚 means he鈥檚 actually helping the fast food corporation target the kids who most need him to stand up for them

LeBron James needs to do right by my son Yousef and the millions of kids who adore him, and drop his sponsorship, protecting kids everywhere.

Rosa Perea is a health educator and Assistant Director of the Centro Comunitario Juan Diego (CCJD), a grassroots, community-based organization in South Chicago that operates vital programs focused on healthcare issues, community organizing, social services, and family education.

The 海角大神 Science Monitor has assembled a diverse group of the best economy-related bloggers out there. Our guest bloggers are not employed or directed by the Monitor and the views expressed are the bloggers' own, as is responsibility for the content of their blogs. To contact us about a blogger,聽click here.