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NEA takes stand against cola deals World's Largest Teachers' Union Joins the Fight |
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This August, the Center gained a formidable ally in the fight against Coke and Pepsi in public schools. At the annual meeting of the National Education Association (NEA), 8,000 delegates overwhelming voted to take an organizational stand against exclusive cola deals in public schools. The 2.6 million-member teachers union adopted New Business Item #20, effectively opposing exclusive marketing and vending contracts that commercialize schools and tar get students. This is a huge victory for us, said Center Board and NEA Member Nick Leon. The largest teachers union in the world has taken the position that Coke and Pepsi exploit children in their classrooms and that it is not okay. Reacting to soaring rates of childhood obesity, juvenile diabetes and tooth decay several prominent health care organizations joined the fight. The National Health Advocates, the United States Department of Agriculture (USDA), the American Dental Association, and the American Academy of Pediatrics released public statements condemning cola contracts in schools. Last February the USDA compiled a report requested by congress on the health affects of cola sales on public school campuses. When children are taught in the classroom about good nutrition but are surrounded by vending machines, the report found, they receive the message that good nutrition is merely an academic exercise. In what many view as a public relations move, Cokes new position includes encouraging non-exclusive contracts, producing special logo-free vending machines for schools, and offering students the option of nutritious vitamin-enriched beverages. Andrew Hagelshaw, the Center for Commercial-Free Public Educations Executive Director doesnt put much faith in Cokes new strategy. Everywhere that Coke has been pushed out, they have left kicking and screaming, said Hagelshaw. They want us to think that this is an educational-based decision, but we know that this is a business move forced by the bottom line. Four years ago, Coke and Pepsi started brokering exclusive contracts with cash-strapped school districts across the country. Since then, 240 school districts in 31 states have entered into these agreements. Exclusive marketing contracts guarantee the companies a captive audience in a competition-free environment, with an implied product endorsement from the school administration. Meanwhile, schools are finding that the multimillion-dollar promises are falling short of balancing ailing budgets. Last year in Seattle, the districts Coke deal yielded less than $14 per student. Coke deals just are not worth it, said Seattle educator and anti-commercialism activist Brita Butler-Wall One result of advertising in our schools is growing student cynicism. Teachers and schools lose the communitys respect and self-confidence. |
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