[London] McDonald's U.K. is addressing childhood obesity with three two-minute educational films promoting a healthy-lifestyle message to children. The spots, to be shown during kids' TV programs in August, are introduced by Ronald McDonald and feature characters called the "Yums" who use simple song-and-dance routines to convey four messages: Eat five portions of fruit and vegetables a day, activity is fun, don't have too many treats and drink plenty of fluids. Andrew Taylor, chairman-CEO of McDonald's U.K., said in a statement, "We recognize that getting children to eat a balanced diet can sometimes be a challenge for parents. We have come up with a unique concept which displays true leadership in this area." There is no mention of McDonald's products in any of the films.
The initiative comes as the U.K. government is considering a ban on food and drink advertising during children's TV programs.