Ngomhla wama-20 kweyeNkanga eMcDonald’s - Gcina umhla wokunceda abantwana behlabathi’ uya kwiphulo langoku lephulo likaMcDonald's lokukhuthaza uJustin Timberlake kunye noodade bakaWilliams baxhasa uSuku lweHlabathi lwaBantwana. Njengoko ufunda oku, amawaka eendawo zokutyela zikaMcDonald's kumazwe angaphezu kwe-100 ziya kube zilungiselela ukuya kwi-cheeseburgers yonyaka kunye nomsitho wesisa. USuku lwaBantwana lweHlabathi, ukuba ubungazi, ligama elanikwa uKofi Annan walo nyaka uphelileyo kwaye iUNICEF yagunyazisa inyathelo likaMcDonald ”lokwenza imbali yokuqokelela imali” elenzelwe ukunceda abantwana abangathathi ntweni kwihlabathi liphela. iphakanyiswe ngemini yiBig Mac kunye ne-Egg McMuffin yokuthengisa kunye nokunye okunjalo. USuku lweHlabathi lwaBantwana lukwaluphawu lwentengiso yakwaMcDonald's ethi, ngengozi ethile evuyisayo, yenzeka kwisikhumbuzo se-UN yokwamkelwa kweNkomfa yamaLungelo oMntwana.
“UMcDonald’s unebhongo ngokumema ihlabathi kwiivenkile zethu zokutyela ukunceda abantwana naphina” utsho uSihlalo kunye ne-CEO yakwaMcDonald uJim Cantalupo, esongeza ukuba, “ngalo mnyhadala waminyaka le, siyaqhubeka nesiko lethu lokubuyisela nokunceda abo basweleyo. Ngeendawo zethu zokutyela ezingama-30,000 kumazwe angaphezu kwe-100, iMcDonald's ibekwe kwindawo ekhethekileyo yokufikelela kwizigidi zabantwana abafuna uncedo lwethu.†UGeoff Rayner, uSihlalo we-UK Public Health Association (UKPHA) ekhuthaza uphuhliso lomgaqo-nkqubo woluntu olunempilo. kwicandelo lezempilo likarhulumente, uyayikhaba inkcazo kaCantalupo yokuba iMcDonald's yeyona ndawo ungaya kuyo ukunceda abantwana behlabathi. “UMnu Cantaloupo ngokucacileyo ufuna ukwenza ukupha kwizizathu ezifanelekileyo kuxhomekeke ekubeni wayeqale ukutyelela indawo ethengisa ukutya okukhawulezayo yakwaMcDonald†utsho. “Olu likhonkco elingafanelekanga phakathi kwemibutho yesisa kunye nemisebenzi yorhwebo kwaye kufuneka ichaswe ngabo bonke abazali abaxhalabileyo ngokunyuka kwezifo ezinxulumene nokutya kunye nokusela kakhulu kwihlabathi elityebileyo kunye nokungasetyenziswa kakubi kunye neemeko zempilo ezihlwempuzekileyo kumazwe asakhasayo.
Kunzima ukubona ukuba yeyiphi kanye kanye iMcDonald's ebekwe kwindawo ekhethekileyo okanye ebekwe kakuhle ukuze ibonelele ngezigidi zehlabathi zabantwana abasweleyo, ngaphandle kwendlela ekhawulezayo yokutyeba, kwiivenkile zayo zokutyela ezingama-30,000 kumazwe angaphezu kwe-100. Esinye isigqeba sikaMcDonald’s esinganyangekiyo ekuvumeni ngentloko ngomgaqo wesizathu nesiphumo, uKen Barun, uMongameli kunye ne-CEO ye-Ronald McDonald House Charities (oyena mntu uqhelekileyo uxhamlwa yimali ephakanyisiweyo), ibango kwi-PR puff yeshishini ekhuthaza okukhulu. usuku “ubuhle boSuku lwaBantwana lweHlabathi bubulula abathi abantu kuyo yonke indawo bancede abantwana. Utyelelo ngalunye kwindawo yokutyela yakwaMcDonald's ethatha inxaxheba ukuze sithenge izinto ezikhethiweyo ngolu suku kusinceda ukuba siqhubeleke nomsebenzi wethu wokuphucula ngokuthe ngqo impilo kunye nempilo yabantwana kwihlabathi jikelele.
Ungakhathazeki, ufunda kakuhle. Ngenene uthe "umnqophiso wethu wokuphucula ngokuthe ngqo impilo kunye nempilo yabantwana kwihlabathi jikelele." Okulusizi kuMcDonald's, uninzi lwabasebenzi bezempilo abavumelani namabango aphezulu kaBarun. Kunyaka ophelileyo iqela labafundi abangaphezu kwama-50 bezempilo kunye neengcali ezivela kwihlabathi liphela babhale ileta evulekileyo kwi-UNICEF, becela umbutho ukuba urhoxise inkxaso yawo kusuku oluxhaswa nguMcDonald, libanga ukuba intsebenziswano ichasene nesisa. Iinjongo ekucingelwa ukuba:
UMcDonald's yinkokeli yehlabathi ekuthengisweni kokutya okungenamsoco okudala amazinga anyukayo okutyeba kwabantwana kunye nohlobo lwesi-2 seswekile, kwaye oko kuphazamisa iindlela zesiNtu zokulungiselela ukutya kwiintsapho nakwiinkcubeko. Kungumceli mngeni ngokwenene ukubona ukuba le ntsebenziswano noMcDonald's ihambelana njani nebango le-UNICEF lokukhuthaza ‘isondlo esifanelekileyo’ kubantwana behlabathi. Njengoko usazi, iMcDonald's ithengisa ngokuchanekileyo ukutya okunamafutha okongeziweyo, iswekile eyongeziweyo ejongela phantsi isondlo esifanelekileyo kubantwana behlabathi.
Ebhengeza ubambiswano olugxekwa kakhulu kulo nyaka uphelileyo, uMlawuli we-UNICEF uCarol Bellamy wathi, “siyavuya kakhulu kukuba iMcDonald’s iyandisa inkxaso yayo kubantwana kwihlabathi liphela. Eli thuba… liya kusinceda sifikelele kwisizukulwana esitsha sabantwana abazali babo ababexhasa i-UNICEF ngoxa babesengabantwana.†Lo ikwanguloo malathisi weUNICEF owathi ngaphambili walumkisa ngemiphumo eyintlekele yokutsiba ebhedini namashishini amakhulu xa wabona ukuba â €œKuyingozi ukucinga ukuba iinjongo zecandelo labucala ngandlel' ithile ziyafana nezo zeZizwe eziManyeneyo, kuba ubukhulu becala azinjalo.†UBellamy akazange achukunyiswe yiloo leta ivulekileyo kwaye isiganeko saqhubeka njengoko bekucwangcisiwe. Amagama athi “imbiza†, “iketile†kunye “emnyama†aphuphuma engqondweni.
IWorld Health Organization iye yafumanisa ukuba ukutyeba ngokugqithiseleyo yingxaki yehlabathi lonke, icaphula inani elothusayo lokuba ngoku abantu abangaphezu kwezigidi ezingama-300 batyebe ngokugqithiseleyo. E-UK, usihlalo we-Arhente yeMigangatho yoKutya (i-FSA) ilumkise ngebhombu yokutya okungekho mthethweni esongela ukugubungela sonke isizukulwana sabantwana baseBhritane abakhule betyebile ekutyeni okukhawulezayo kunye nokuhlala bengahlali. Omnye kubantwana abangama-25 baseBritani ngoku uchazwa njengomntu otyebe ngokugqithiseleyo.
Ethetha nephephandaba iThe Observer (09/11/03), uSihlalo weFSA uMhlekazi uJohn Krebs uthe, “into esijongene nayo yimeko apho, ukuba akukho nto yenziwayo ukunqanda lo mkhwa, okokuqala kwikhulu leminyaka. ubomi obulindelekileyo buya kuhla.â€
Ngokutsho kwe-International Obesity Task Force (IOTF), umntu omdala omnye kwabahlanu utyebile ngokwezonyango, kwaye ababini kwabahlanu batyebe ngokugqithisileyo. I-IOTF iphinde yalumkisa ukuba ngaphezu kwe-40% yamadoda nabasetyhini baseBritani banokutyeba kwisizukulwana esinye, okwenza i-UK ibe yindawo yesibini kuphela kwi-US kwimilinganiselo yokutyeba yehlabathi.
Ethetha kwinkomfa ye-International Obesity Task Force (IOTF) enempembelelo, uSusan Jebb weBhunga loPhando lwezoNyango lweCandelo loPhando ngeSondlo soLuntu uye wacela urhulumente wase-Bhritane ukuba aqalise amanyathelo okuguqula ukukhula kokutyeba kwabantwana. “Abantwana abaninzi abatyebanga. Akukashiywa lixesha ukuba sithatha inyathelo ngoku. Kubantu abadala sineminyaka eyi-10 emva kwe-USA kwaye akukho nto kwaphela. Kwiminyaka elishumi edlulileyo sonke sasicinga ukuba abantu baseMelika bakhulu kwaye yile meko ngoku. Kubonakala ngathi silandela nje emanyathelweni aseMelika.â€
NgoSeptemba i-FSA yapapasha ingxelo, “Ngaba ukuKhuthazwa kokuTya kuBaphembelela Abantwana?†, eyafikelela kwisigqibo sokuba intengiso ebantwaneni inefuthe kwizinto abazikhethayo, ukuziphatha kokuthenga kunye nokusetyenziswa kokutya. Ngaphezu koko, umbhali wengxelo uNjingalwazi uGerard Hastings weYunivesithi yaseStrathclyde Centre for Social Marketing, wagqiba kwelokuba “ezi ziphumo azibonakali nje kwiimveliso ezahlukeneyo kodwa nakwiintlobo ezahlukeneyo zokutya. eziswa nguMcDonald's ngokuchasene namaphecana achasene noMcDonald's eLondon Greenpeace uDave Morris kunye noHelen Steel, oHloniphekileyo uMnumzana Justice Bell uthe "ubuhlungu bephecana ukuba abamangali baxhaphaza abantwana ngokubasebenzisa. , njengezifundo ezinokuthi zenzeke kwintengiso, ukunyanzela abazali babo ukuba baye eMcDonald's kufanelekile. Yinyani.†(kwiyure yakhe ezimbini eshwankathela, uMnumzana uJustice Bell ukwafumanise ukuba abamangalelwa ababini bakwaMcLibel babonisile ukuba uMcDonald's ubhengeze ngokuxoka ukutya kwakhe njengokunezondlo kwaye ngenene uye wabeka emngciphekweni impilo yabathengi abaqhelekileyo bexesha elide) .
Ulwabiwo lonyaka lukaMcDonald lwangomhla wama-20 kuNovemba kuSuku lwaBantwana lweHlabathi lubonisa ukuba ezinye izifundo azifundwa. Okanye ar nje ngcono intengiso. Nangona i-FSA ipapashe iphepha leengxoxo kule nyanga ngoluhlu lweenketho ezinokuthi zithathwe ekukhuthazeni nasekuthengisweni kokutya okunokuphucula ukutya kunye nempilo yabantwana, i-arhente ihlaselwe kwiindawo ezithile ngenxa yokhetho olukhethiweyo lokuhlola. izivumelwano ngokuzithandela phambi kokuphakamisa umthetho omtsha oya kunyanzela iinkampani ukuba zisebenze. Kuphela kule veki, i-arhente ekhokelayo yentengiso u-Abbott Mead Vickers – i-BBDO yanyanzelwa ukuba yenze uxolo oluhlazisayo luluntu yiKomiti yezeMpilo eKhethekileyo malunga nombhalo wabucala owenzelwe i-Walkers Crips ekhuthaze abantwana ukuba bakholelwe ukuba “I-Wotsits [i-brand ye-Walkers] yeyam. Ndiza kubangcungcuthekisa umama xa ephinda eyokuthenga.â€
NgokukaNjingalwazi uPhilip James, uMongameli weQela loThintelo lweCoronary kunye noSihlalo we-IOTF, “sidinga inyathelo elinamandla nangakumbi lokujongana nokuthengisa ebantwaneni kwaye hayi izinto ezixutyushwayo ezifana nezo zichazwe yi-Arhente yeMigangatho yokutya. Abezopolitiko kufuneka baqonde ukuba ummiselo uyafuneka kwaye linyathelo elidumileyo. Yiloo nto uninzi lwabazali kwilizwe ngalinye esisebenza neendawo njengenye yezinto eziphambili eziphambili kubo. Umba ke ngowokuba ngaba oorhulumente, oorhulumente basekhaya kunye nezikolo basebenzela abantu okanye basebenzela urhwebo.â
Unjingalwazi uJames naye ugxeke amacebo okwazisa aqhutywa ngabantu abafana neCadbury’s (edibanisa ukuthengwa kokutya nobonelelo lwezixhobo zemidlalo ezikolweni) njengokuthumela imiqondiso engalunganga kwisizukulwana esiselula esijolise ekutyeni ngokugqithisileyo iimveliso ezifaka igalelo ukutyeba okwandayo, ngoxa bekhuthaza intsomi yokuba baxelisa izithixo zabo zemidlalo. Ezo zicwangciso, nangona kunjalo, zikuphela komphetho ocekeceke we-wedge xa kuthelekiswa nomtshato wekhadi lexilongo likaMcDonald wokusetyenziswa kunye nesisa.
Abantu abaninzi ngoku baqaphela i-Golden Arches kunokuba benza uMnqamlezo wobuKristu. Abantwana baseMelika banokubona uRonald McDonald kunokuba banguSanta Claus. Phosa u-Justin Timberlake kulo mxube, yongeza i-frisson yokusetyenziswa ngovelwano kwaye unezinto zamaphupha e-PR.
UGeoff Rayner wase-UKPHA uthelekisa imisebenzi yesisa kaMcDonald kunye ne-munificence yomnini wefektri yaseVictorian ovumela abasebenzi bakhe inkukhu yasimahla yeKrisimesi. I-McDonald's inokuthi ngebhongo yalathe kwinto yokuba ngaphezulu kwe-12 lezigidi zeedola zanyuswa kwiiyure ezingama-24 kulo nyaka uphelileyo, kodwa ngelixa umzamo wokunceda wona ngokwawo unokuba nexabiso, umanyano nenkampani yokutya okukhawulezayo ayilolishwa nje kuphela kodwa iyothusa. URayner ucebisa ukunika imali ngokuthe ngqo kwimibutho yesisa enyanisekileyo esebenza kwilizwe elisaphuhlayo njengenye indlela esebenzayo nenexabiso yokuxhasa isitokhwe sobudlelwane boluntu esele sikhulu.
"Asikuceli ukuba usinike imali, siyakucela ukuba utye eMcDonald's," utshilo imvumi yaseCanada uCeline Dion kumsitho walo nyaka uphelileyo ngokunyaniseka okuthe wabaleka ukuza kuthi ga ngoku uMcDonald. ™s ulawulo. Nge-20 kaNovemba eMcDonald’s - Gcina umhla wokunceda abantwana behlabathi. Yongeza amagama “yiba tyebe†okanye “dumba ingxowa kaMcDonald’ kwaye uya kufutshane nenyani.
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