World Cancer Research Fund critica la scelta degli sponsor ai mondiali

di
mondiali calcio

Il World Cancer Research Fund, un’organizzazione di beneficenza a livello mondiale ha recentemente criticato la FIFA, l’organismo che governa i mondiali di calcio, per aver accettato di avere come sponsor alcuni marchi internazionali che, a suo dire, non sono certo promotori di uno stile di vita salutare.
Mc Donald’s, Budweiser e Coca Cola sono le tre società su cui si è accesa la polemica, tutte e tre sponsor ufficiali o partner dei prossimi Campionati del Mondo, che saranno ampiamente presenti con il loro marchio sia durante le competizioni che negli spot televisivi connessi.

L’organizzazione di beneficenza afferma che l’audience di questo evento sarà enorme, e coprirà l’audience di circa 200 paesi, per cui è evidente che la scelta di accettare determinati marchi, in un’epoca in cui si fanno notevoli sforzi per combattere l’obesità infantile non è la migliore.

Il calcio, continua è un tipo di attività fisica accessibile praticamente per tutti, e potrebbe essere quindi un trampolino di lancio per promuovere, soprattutto tra i giovani che sono i più appassionati, scelte di vita salutari.

E’ un peccato quindi sprecare un’occasione così dando spazio a marchi più volte contestati a livello globale, ed indicati come veicoli di un’alimentazione non certo sana.

Ormai i giochi sono fatti, ha concluso la portavoce del World Cancer Research Fund, ma la polemica odierna potrebbe essere di stimolo perchè in futuro ci sia una profonda riflessione sulla scelta degli sponsor ed anche sull’impatto che la pubblicità può avere nei confronti del pubblico.

La risposta non si è fatta attendere, e Ian Barber, direttore della comunicazione presso la Advertising Association, ha
dichiarato che recenti ricerche governative e scientifiche hanno evidenziato come le pubblicità hanno un effetto marginale nell’influenzare le scelte alimentari dei bambini.

Senza gli sponsor, ha continuato, determinati eventi, che promuovono lo sport anche come strumento salutare, non sarebbero possibili, senza contare che le stesse compagnie presenti ai Mondiali si fanno carico di finanziare programmi di promozione alla salute nel mondo.

La FIFA dal canto suo ha dichiarato che in futuro la grande attenzione mediatica per eventi come la Coppa del Mondo sarà di maggior stimolo a progetti che metteranno in primo piano problematiche legate alla salute a livello globale.

Fonte BBCNews

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