Shrek the Third health conflict

(Source: www.ap.org)

On May 18th, Shrek the Third, the latest in DreamWorks Animation’s hit franchise, makes its debut on the silver screen. DreamWorks CEO Jeffrey Katzenberg is hoping that this movie will meet or beat Shrek 2’s stunning $460 million box office take as the third most profitable movie of all time.

However, failing that, DreamWorks is hoping Shrek the Third’s earnings are enough to justify a 4th and 5th movie (already in the works), the Shrek the Halls Christmas Special, plus the Puss in Boots spin-off, starring Antonio Banderas as the swashbuckling cat. In short, Katzenberg wants America to really love Shrek.

However, The Campaign for a Commercial-Free Childhood, a children’s advocacy group, isn’t so fond of the big green guy. They object to Shrek and his pals appearing in a public service announcement, sponsored by the Department of Health and Human Services, encouraging kids to get out and exercise.

Their reason? Shrek the Third is promoting too many junk food companies to be a proper role model for healthy kids.

"There is an inherent conflict of interest between marketing junk food and promoting public health," Susan Linn, director of the CCFC, wrote in a letter sent Wednesday to HHS Secretary Michael Leavitt.

"Surely Health and Human Services can find a better spokesperson for healthy living than a character who is a walking advertisement for McDonald's, sugary cereals, cookies and candy," she continues. Linn is also an instructor in psychiatry at Harvard Medical School.

The HHS launched the ad campaign in February. It’s a joint venture between the U.S. government agency, DreamWorks Animation and the Ad Council’s Coalition for Healthy Children. In the 3-second spot, Shrek, Donkey, and their CGI pals encourage kids to “be a player” and “go out and play an hour a day.”

The CCFC says that Shrek’s position as a health spokescreature is compromised by the fact that he is also appearing in ads for candy, fizzy drinks and fast food. So far, the ogre has appeared in ads for Snickers and M&M's candy, and PepsiCo Inc.'s Sierra Mist drink. He’s also promoting Kellogg Co.'s Fruit Loops and Frosted Flakes cereals as well as Pop-Tarts, Cheez-Its and Keebler cookies.

To top it all off, McDonald’s is bringing out Shrek the Third-themed Happy Meals, in a cross-promotion with the movie. DreamWorks is creating animation for the fast-food giant’s ad campaign.

"Why would young children follow Shrek's advice about healthy living and ignore his entreaties to eat Happy Meals and Pop-Tarts?" Linn wrote. "If government agencies are serious about combating childhood obesity, they should stop cozying up to industry and start taking real steps to end the barrage of junk food marketing aimed at children."

Responding to the CCFC’s concerns, HHS spokesman Bill Hall defended the public service announcement.

"Shrek is a very well known character in the target population of this campaign," he said. "We have always promoted a balanced, healthy diet, which does not necessarily exclude the occasional treat."

Penelope Royall, the HHS deputy assistant secretary for disease prevention and health promotion, says the CCFC’s criticism misses the point.

"Shrek is a good model, especially for children who can benefit from more exercise," Royall said. "He doesn't have a perfect physique, he's not a great athlete. We hope children will understand that being physically fit doesn't require being a great athlete."

"We're proud of our partners, and together we're trying to be responsible marketers," chimed in DreamWorks spokesman Bob Feldman.

Online reactions to the HHS’s public service announcements have not been complimentary.

"’Be a playah?’ I don't think that means what the middle America white boys think it does,” observed one poster on YouTube. “This is what happens when a white advertising company like GSD&M tries to be hip.”

The Austin, Texas-based GSD&M put together the ad campaign for free.

“I love this commercial because the kid at the beginning (of the ad) is playing a Game Gear of all things,” another poster sarcastically commented.

“Looks like the Ad Council is behind the times,” a third poster agreed. “Like, 12+ years behind the times.”

Not-so Fun Fact: According to HHS' Centers for Disease Control and Prevention, the percentage of young people who are overweight has more than tripled since 1980. More than 10 million school age children in the U.S. —18% of all children – are considered overweight.

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