IMPROVING THE HEALTH AND FITNESS OF AMERICA'S CHILDREN: THE McDONALD'S INITIATIVE

CLIENT: THE RONALD McDONALD HOUSE CHILDREN'S CHARITIES and the McDONALD'S CORPORATION

CATEGORY: Foundation

BACKGROUND

McDonald's Corporation has a major interest in the health and well-being of children. Not only does McDonald's cater to families and children in their family restaurants, but McDonald's also has demonstrated a long-term commitment to children through a variety of public service endeavors sponsored not only by McDonald's Corporation but also through the Ronald McDonald House Children's Charities (RMCC). McDonald's Corporation and RMCC approached Rippe Lifestyle Institute to help further the cause of children's health and fitness through a variety of initiatives.

RLI'S RESPONSE

With research funding from the Ronald McDonald House Children's Charities, RLI established the first-ever walking test to estimate aerobic capacity in children. This research resulted in a number of publications in the children's health and fitness literature. In addition, Dr. Rippe served as Chairman of the Ronald McDonald House Children's Charities educational initiative, "Healthy Growing Up," which is a curriculum developed to help teach children the importance of regular physical activity, healthful dietary habits, and developing self-esteem as health considerations. The curriculum, which has been endorsed by the President's Council on Physical Fitness and Sports, is now used by over 10,000 schools in the United States. In the course of Dr. Rippe's work with Ronald McDonald House Children's Charities and the McDonald's Corporation, Dr. Rippe was asked to serve as the Medical Director of a major McDonald's initiative to establish indoor playgrounds. McDonald's formed a company called Leaps & Bounds and Dr. Rippe served as the Medical Director of this company for a period of three years.

RESULTS

Work at RLI helped expand McDonald's leadership and reputation as a concerned corporation with a commitment to children's health and well being.