McDonald’s Spams Schools With Infomercial on the Virtues of Fast Food


 

 

Robust health requires nothing more than a little exercise and a daily dose or three of fast food. That’s the message of the new 20-minute video 540 Meals: Choices Make the Difference (viewable here, short teaser above), being promoted in high schools and middle schools by McDonald’s and uncovered by the superb school-food blogger Bettina Elias Siegel.

McDonald’s recommends using the film “as a supplemental video to current food and nutritional curriculum.”

The video focuses on the dietary and exercise regimen of John Cisna, who identifies himself as an “Iowa HS [high school] Science Teacher who lost over 50 lbs eating only McDonald’s,” who “now travel[s] across the country sharing my message about food choice.” Cisna gained notoriety when he mimicked the self-experiment of documentarian Morgan Spurlock, the director and subject of the famed Super Size Me (2004), by taking his meals exclusively at McDonald’s for six months straight. Unlike Spurlock, who saw his weight rise and his health falter, Cisna claims his weight plunged and his health improved. One key difference: Whereas Spurlock famously assented to any plea by a McDonald’s employee to “supersize” his orders, Cisna stuck rigorously to a limit of 2,000 calories per day.

Apparently still haunted by the specter of Super Size Me a decade since its release, McDonald’s embraced Cisna, taking him on as a paid “brand ambassador” and now pushing his message to school kids, both through the 540 Meals film and through appearances at schools, documented on Cisna’s Twitter feed. Siegel uncovered this McDonald’s-produced “teachers discussion guide” to 540 Meals. It recommends using the film “as a supplemental video to current food and nutritional curriculum,” particularly in “plans that incorporate Morgan Spurlock’s Super Size Me.” She also points to this August press release from McDonald’s franchisees in the New York tri-state area, flogging 540 Meals to “high school educators looking for information to demonstrate the importance of balanced food choices.”

As Siegel shows in this handy list of quotes from the film, it brims with agitprop for the famous burger-and-fries purveyor, including such wisdom as “through careful planning and mindful choices, you can still enjoy your favorite McDonald’s items.”

So what’s wrong with pushing Cisna’s message to school kids? Plenty, writes Siegel in her post, which is well worth reading in its entirety. Here’s a sample:

First, neither 540 Meals nor the discussion guide ever offer young viewers the critically important disclaimer that “Your calorie needs may be significantly lower than John Cisna’s,” nor do they even discuss how one might go about calculating one’s daily caloric requirements. Instead, students are left with the vague but reassuring message that “choice and balance,” along with a 45-minute walk (which might burn off about 1/5 of a Big Mac) will allow them to eat whatever they want at McDonald’s on a regular basis.

 

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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