McDonalds 2003 Annual Report Download - page 23

Working with experts
Last year, we formed a global advisory council
of experts on fitness, nutrition
and active lifestyles. This
independent group is help-
ing to guide us on activities
and programs that address
the growing desire for
balanced lifestyles.
Getting physical
Many people are not as active as they once
were and are looking for
new ways to stay fit.
For years, McDonald’s has
been an ardent supporter
of active lifestyles through
a variety of global and
local sponsorships. These
include the Olympic Games,
World Cup Soccer and
McDonald’s All American
High School Basketball
Games. We also have been
the proud supporter of
neighborhood sports teams
around the world, and
continue to seek new and
different ways to encourage
people to incorporate exer-
cise into their daily routines.
American Academy of
Pediatrics, Ronald is teaching
kids of all ages about the
importance of incorporating
fitness and physical activity
into their everyday lives.
We also are reaching
kids with important lifestyle
messages with a claymation
cartoon developed with
the Society For Nutrition
Education. Originally aired
in the early 1990s, What’s
on Your Plate with Willie
Munchright tells kids about
good nutrition and exercise
in a fun and entertaining
way. Still relevant today,
Willie Munchright often can
be found sharing his good
advice in vignettes aired
during popular children’s
programs in the U.S. and
other countries.
One such effort involves
a Go Active! Happy Meal
for adults that we will be
offering to U.S. customers
during May. This special
adult Happy Meal will fea-
ture a premium salad, bot-
tled water, a pedometer and
a walking program booklet
developed by Bob Greene,
Oprah’s trainer and best-
selling author.
Educating kids
Kids are important to McDonald’s, so we
are making special efforts
to reach out and teach them
about nutrition and fitness.
Over the years, Ronald
McDonald enthusiastically
has helped children learn
about fire safety and the fun
of reading. Now, he’s on a
mission to get kids to exer-
cise. In his latest restaurant
and community show,
Get Moving with Ronald
McDonald, he offers young
families an opportunity
to take part in fun-filled,
energetic activities. Produced
in conjunction with the
McDonald’s 2003 page 21
Willie Munchright
translates nutrition and
fitness recommendations
into language that’s
easy for kids to “digest.”
Don’t skip breakfast. It gives
your metabolism a jump-start
for the day.
ⓦ
Get active through simple
things throughout the day.
Take the stairs.
ⓦ
Exercise will give you
the energy you need to do
what you want to do.
ⓦ
Just three minutes of physical
activity—brisk walking,
jumping rope, vacuuming,
biking—10 times a day can
add up to a full workout.
ⓦ
Eat at least three servings
of vegetables a day.
ⓦ
Tips for staying fit
McDonald’s nutrition
brochures are designed
to help customers make
informed decisions.
During May, adult
Happy Meals will be
available in the U.S.
Providing the facts
For more than 30 years, we have been providing
nutrition and ingredient
information for our products.
That information is even
more accessible today
through vehicles such as
brochures, trayliners, our
website and our customer
service center. In fact, by
going to a special interactive
page on our U.S. website,
called Bag a McMeal, con-
sumers can find nutrition and
calorie information associated
with different McDonald’s
meal combinations. In addi-
tion, people trying to cut
calories, fat or carbohydrates
can access online sugges-
tions about what to order at
our restaurants.