One of Canada’s most famous fitness enthusiasts is speaking out against a partnership between ParticipACTION—the national non-profit organization that promotes healthy living and physical activity—and Coca-Cola.
The two partnered to create SOGO Active, a national physical activity program designed for youth.
The campaign asks young Canadians to pledge to complete a challenge involving physical activity online, and complete the challenge.
Hal Johnson, longtime host of ParticipACTION’s Body Break public service announcements, criticized the partnership in a tweet on Friday.
Reports indicate the deal between ParticipACTION and the world’s most popular soft drink manufacturer is worth $5 million over five years.
“I am disappointed that ParticipACTION has partnered with Coke, it doesn't fit no matter how much money they are getting,” read the tweet.
And Johnson is not the only person critical of the pairing.
Ottawa University professor and obesity expert Yoni Freedhoff sounded off on the partnership on his blog, Weighty Matters.
Freedhoff slammed the way Coca-Cola was described by ParticipACTION President Kelly Murumet.
In the past, Murumet has called Coca-Cola “a responsible, effective partner.”
In the end, the partnership between the two will not improve the health of Canada’s youth, wrote Freedhoff.
Health Canada estimates that in the last 25 years, childhood obesity rates have nearly tripled. Studies have shown a link between the consumption of sugar-sweetened drinks and childhood obesity.
To help children maintain a healthy body weight, the Canada Food Guide recommends limiting the amount of sweetened drinks consumed by children.
