The official Olympics 2012 logo is as disappointing as the choice of official sponsors. The disjointed looking piece of Flash breaks a number of accessibility guidelines and resembles something falling apart rather than being in any way memorable, reproducible or having an association with health and fitness. Which leads onto the sponsors who include Cadburys (should that now be Kraft?) Coca Cola and Macdonalds. High-sugar, high-fat, processed food and drink; the antithesis of what our government is currently advocating as ‘healthy’ eating. The modern Olympics aim to promote the ‘practice of sport and the joy found in effort.’ In 21st century-speak this could translate as the promotion of healthy lifestyles. Quite where the McDonalds fast food ethos fits into this is not overtly clear. Even more bizarrely is the official Olympic rule of allowing no advertising when the organisers can appoint official sponsors, to generate income to help with the ‘costs of running an Olympic Games and promoting the Olympic message’ (ibid) In 2012 the message seems to be ‘additives and junk food are ok’. How this blatant promotion differs from advertising of products is unclear. Another recent expose of the ‘food’ industry is Ingreedients which follows in the footsteps of Fast Food Nation, SuperSize Me and Food Inc. The advertising for Ingreedients says ‘This DVD contains the information to live a healthy life but the choice is yours!’ a message the Olympics 2012 should be taking the opportunity to promote rather than associating with the multinational junk food companies who have a vested interest in profits rather than children’s health.
mixed messages…
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