School Funding

There is much controversy existing over the idea of funding schools through licensing agreements with Coca-Cola and fast food companies. Some argue that there are many benefits, while others are strongly against the idea. Some of the advocates for school funding through such agencies say that students are encouraged do well through programs such as Pizza Hut's "Book It", where rewards are given to the students for various reasons, such as reading or doing well on a test. Those against it argue that these agreements help pave the road for childhood obesity.

Supporters for licensing agreements feel that the programs that these companies offer because of the licensing agreement increase student's desire to do better. For example, if there happens to be a high absentee rate in a school, programs through these companies will help to encourage students to attend school through positive reinforcement. "Companies like Coca-Cola and Pizza Hut offer their products as an incentive for work well done, or excellent attendance (Brown, M. Eder, P., Sundberg, M., Valcik, M.)". Currently, my center is participating in the Pizza-Hut's Book-it Program. I feel that this is a great program, despite it being funded by Pizza-Hut. It is giving the children and parents a reason to open books. It is sad that they should need such an incentive to read, but regardless of the reason, it is apparent that it works. Other programs that provide an incentive for student's to do certain things is McDonalds "Passport to Play". This program persuades students to exercise and maintain a healthy lifestyle "in unique and fun ways during grade school physical education classes (DIET & NUTRITION)".

In addition to the idea that these licensing agreements promote good behavior and a tendency to do better in school, some argue that they help to lighten the burden of the tax load on taxpayers. "Districts are weighing a proposal to offer corporate and philanthropic sponsorship of the district's six elementary and middle schools to lessen the blow of statewide budget cuts (Mayfield, 2003)".

Opponents of licensing agreements with companies such as Pizza Hut and Coca-Cola argue that the only outcome is a negative outcome. "Most of the criticism is directed at marketing activities that are thought to have negative impact on children's health (Garcia, Monar 2005)". Many feel that these licensing agreements lead to childhood obesity because of the advertising. Children are constantly bombarded with ads for soft drinks and fast food, and this leads them to want to eat it. "It is clear that there is growing concern over childhood obesity and the role that schoolhouse commercialism may play in its increase (Garcia, Monar 2005)" Not only this, but more often than not, agreements with such corporations means that these types of foods and drinks are sold in the schoolÐ''s vending machines.

Another factor that opponents argue is that such incentive programs as the Pizza-Hut "Book It" and Krispy Kreme's