ParticipACTION's Kelly Murumets explains their
partnership with Coca Cola 
 
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ParticipACTION's Kelly Murumets accepting her
  Live Positively Award from Coca Cola's Nikos Koumettis  | 
 
I've blogged about it many times before, but recently the Ottawa Citizen's
Joanne Laucius decided to tackle the oxymoron that is the
ParticipACTION/Coca-Cola partnership.
The deal Coca Cola made with ParticpACTION is worth $5,000,000 over 5 years.
Hardly a huge amount of money to be partnered up with one of the most
recognizable and well respected brands in Canada. In fact I'd venture that
companies would have been lined up out the door trying to attach themselves to
ParticipACTION's heritage brand coattails.
But apparently ParticipACTION was picky. They didn't want to partner with just
anybody, they wanted to partner with Coca Cola. ParticipACTION's President and
Coca Cola award recipient Kelly Murumets calls Coca Cola, "a
responsible, effective partner". Never mind the fact that improving
Coca-Cola's brand image will help to sell sugar sweetened beverages - a causal
factor in childhood obesity. Never mind the fact that Coca-Cola and
ParticipACTION's recent co-branded advertising campaign purposely misdirects
people about calories. Coca-Cola knows what kids want (sugar-sweetened
beverages?) and so they're the perfect partner?
How so Kelly? 
"If we had partnered with
an insurance company, we would not get kids' attention and get commitment to
behaviour change"
Why not?
Doesn't ParticipACTION have the brand awareness necessary to make advertising
headway?
According to Laucius' article, ParticipACTION's own partnership strategy
document spells out what's in it for Coke,
"an
effective partnership will leverage and extend each partner's assets (and
partnerships) will further your own mission, but will also offer a return on
investment for your partner organization."
So while
ParticipACTION is as unlikely to impact on childhood obesity rates this time
around as last (during the original 30 year reign
of ParticipACTION childhood obesity rates rose by nearly 300%), one thing they'll certainly be
able to do. They'll be able to offer Coca-Cola a return on their investment.
Translation?
ParticipACTION will help Coca Cola sell more Coke.
Citation:
(Not the Onion) Canadian Government Teaming Up with
Donut Giant Tim Horton's To Fight Diabetes 

 
Who
better to team up with than a national doughnut chain to tackle the increasingly
pressing issue of diabetes prevention among Canada's First Nations' youth?
The
announcement, made by Health Minister Leonna Aglukkaq, details the launch
of what they're calling, "Play for Prevention" which in turn
no doubt will put the focus on exercise as the preventative medicine, and not
of course on the fast food culture that permeates society as a whole. That's
not to say that exercise can't help, but I'm fairly certain that in the history
of public health interventions there has never been one that has been proven to
have led to a long term significant and sustained increase in activity among
teenagers (or anyone else for that matter).
It's a brilliant move for Tim Horton's of course. For the ridiculously low
price of just over $72,000 Tim Horton's partnership with the Canadian
government makes it far less likely that we will see such initiatives as the
establishment of zoning laws that would prevent Tim Horton's franchises from
setting up shop within a certain distance of schools, or hard hitting public
health messaging focused on getting Canadians out of restaurants and fast food
establishments as a whole. It will also undoubtedly be utilized in the fight
against mandatory menu board calorie labeling as proof positive of Tim Horton's
and the restaurant industry being "part of the solution".
And fellow Canadians get ready for many more such partnerships as the Harper
government has decided that these partnerships are the cornerstone and future
of quality public health interventions and has formally
put out a request for many more of them.
[Hat tip to Twitter's Robert Ablenas
for kicking my way.]  
ParticipACTION partnership with Coke draws critics
A variety of Coca-Cola cans and bottles are displayed on a counter at a
local store in West Bath, Maine, Monday, Aug. 8, 2011, in this photo
illustration. (AP Photo/Pat Wellenbach)
CTVNews.ca Staff 
Published Friday, June 22, 2012 3:18PM EDT 
Last Updated Friday, June 22, 2012 3:23PM EDT 
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One of Canada’s most famous fitness enthusiasts is speaking out
against a partnership between ParticipACTION—the national non-profit
organization that promotes healthy living and physical activity—and Coca-Cola.
The two partnered to create SOGO Active, a national physical activity
program designed for youth.
The campaign asks young Canadians to pledge to complete a challenge
involving physical activity online, and complete the challenge.
Hal Johnson, longtime host of ParticipACTION’s Body Break public service
announcements, criticized the partnership in a tweet on Friday.
Reports indicate the deal between ParticipACTION and the world’s most
popular soft drink manufacturer is worth $5 million over five years.
“I am disappointed that ParticipACTION has partnered with Coke, it doesn't
fit no matter how much money they are getting,” read the tweet.
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And Johnson is not the only person critical of the pairing.
Ottawa University professor and obesity expert Yoni Freedhoff sounded off on
the partnership on his blog, 
Weighty
Matters.
Freedhoff slammed the way Coca-Cola was described by ParticipACTION
President Kelly Murumet.
In the past, Murumet has called Coca-Cola “a responsible, effective
partner.”
In the end, the partnership between the two will not improve the health of
Canada’s youth, wrote Freedhoff.
Health Canada estimates that in the last 25 years, childhood obesity rates
have nearly tripled. Studies have shown a link between the consumption of
sugar-sweetened drinks and childhood obesity.
To help children maintain a healthy body weight, the Canada Food Guide
recommends limiting the amount of sweetened drinks consumed by children.
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