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Amit Lubovsky
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Amit Lubovsky
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July 27, 2012

The Obesity Games? How the International Olympic Committee could have done better.

With only hours left until the 2012 Summer Olympics begin in London, you're probably gearing up with your national flag, practicing your national anthem and who knows, maybe painted your face.

And what about snacks? Who can forget the grub we'll all consume while cheering on our countrymen! Will it be your nation's best dessert? Your country's drink preference?

Or, like the International Olympic Committee, will you opt for world-renowned junk food and fizzy drinks? After taking on sponsorship for the Games from Coca Cola, McDonald's and Cadbury, The Children's Food Campaign published a report showing that while revenue from those sponsorships only amounts to 2% of the IOC's income.

And those Big Three brands will receive plenty of spotlight placement during the Games, serving as a powerful influence on children across the world who will be tuned in. As obesity grows among the international community, especially in children, the organization argues, shouldn't the Olympics, a global celebration of sporting excellence, be tuned in to the epidemic and influencing kids for the better?

To be fair, McDonald's has started a campaign to emphasize their lower calorie meals during the timing of the Olympics.

At the same time, British celebrity chef Jamie Oliver spoke out against professional athletes like David Beckham for promoting brands like Pepsi. 

If you are going to watch healthy people compete in amazing sporting feats while consuming Big Macs and big Cokes, you can take some advice from a powerful infographic by The Children's Food Campaign on how to burn off those calories:

  • Big Mac meal with a medium Coke = 110 minutes of cycling
  • Dairy Milk chocolate bar = 30 minutes of swimming
  • 500ml bottle of Coca Cola = 25 minutes of playing tennis

 

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