Group Wants Shrek Pulled from Health Messaging Campaign
A children’s advocacy group is calling on the federal government to pull a public service advertisement featuring the overweight, but well-known character Shrek, who serves as a pro-health spokesperson.
The Campaign for Commercial-Free Childhood said Shrek, the main character in the soon-to-be released “Shrek the Third” film, has too many ties to promotional partners that are pushing unhealthy foods on kids. Among them are McDonald’s in an upcoming Happy Meals promotion, Kellogg Co.’s cereals and snacks and M&M’s candy.
“You can’t limit childhood obesity by promoting exercise and having the same beloved character be a pitch man for junk food,” said Susan Linn, co-founder of the group. “Children invest a lot in these characters and they trust these characters. To use them to promote foods that really aren’t good, really is a betrayal.”
The coalition has launched a letter-writing campaign urging consumers to tell U.S. Department of Health and Human Services Secretary Mike Leavitt to “fire Shrek” and stop running the ads.
The pre-written e-mail at DemocracyInAction.org says, “Why would young children follow Shrek’s advice about healthy living and ignore his entreaties to eat Happy Meals and Pop Tarts? Surely HHS can find a better spokesperson for healthy living than a character that is a walking advertisement for McDonald’s, sugary cereals, cookies and candy.”
HHS doesn’t plan to pull the ad.
“Shrek is a character that resonates with the audience we hope to reach, young children and their parents,” Bill Hall, HHS spokesperson, said. “We have always promoted a healthy, balanced diet, which does not exclude the occasional treat. A well-rounded diet can include a treat from time to time.”
HSS and the Ad Council teamed with the film studio DreamWorks Animation to air the series of PSAs, which began airing in February. The ads extend the department’s ongoing “Small Steps” Childhood Obesity Prevention Campaign.
“There is a inherent conflict of interest in promoting healthy living and junk food,” Linn said.
The Shrek-specific campaign features the ogre and other movie characters urging kids to exercise for at least an hour per day. The PSA messages says, “Get up and play. An hour a day.”
The announcement will stop running May 4 because the department does not promote movies. It will resume in June and run through December, Hall said.
Hall said HHS chose Shrek because the out of shape green ogre doesn’t have the perfect physique. The department wants to “make the point that physical activity is for everyone,” he said.
DreamWorks Animation said it stands behind the campaign.
“DreamWorks Animation is delighted to contribute to the HHS campaign that encourages kids to get up and play an hour a day,” said Bob Feldman, spokesperson for DreamWorks Animation. “We hope Shrek’s universal appeal will help inspire and motivate kids to choose more active play times.”
The coalition said it isn’t objecting to the Shrek character itself, but its use by a government agency to promote health.
“What this is about is the food industry’s hypocrisy around their culpability on the childhood obesity epidemic,” Linn said. “It’s about government enabling that hypocrisy.”
DreamWorks Animation has a number of promotional partners tying in to “Shrek the Third,” which hits screens on May 18. Masterfoods USA returns with its Ogre-sized M&Ms and movie-themed packaging, while Kellogg Co. is introducing movie-themed packaging and offers on a range of cereals, including Frosted Flakes, Froot Loops, Rice Krispies and Corn Flakes and other snack products.
Marketers are promoting the film on at least 17 different food products featuring 75 products, the coalition said. But, not all of it is unhealthy.
For example, in its first partnership with McDonald’s, DreamWorks Animation is launching a “Shrek”-themed Happy Meals promotion that offer only apple dippers and milk, as opposed to French fries and soda with the meal. PepsiCo. will promote the film on sugar-free products, as well as baked snack food items.
