Mickey Mouse and The Roller Coaster of Kid-Friendly PR

I’m feeling poorly about my posts which, in truth, have been particularly aimed at poor and unethical PR. I’d like to set the record straight and mention two PR campaigns that are communitarian-based and are focusing on policies that are meant to address a larger picture, doing what’s right for our kids.

One PR campaign was announced this week by
Six Flags Theme Parks, stating that they are implementing a code of conduct at all its parks.


Six Flags is putting the skids on roller-coaster behavior.

The code is aimed at getting a handle on unruly teens who dress inappropriately, consistently cut in lines and who otherwise bully their way around the parks. Corporate Six Flags has determined that at least some of this behavior is contributing to lower attendance figures by families. I applaud the code because of its communitarian-based ethics. It’s easy for teens to find their way to locations that don’t monitor behavior—and easy for harried working parents to let them. By prominently displaying conduct requirements, Six Flags is sending a message to everyone. The message? We won’t put up with thinly-veiled juvenile delinquent behavior. Now the hard part comes. Six Flags and its employees must be committed to these standards by enforcing them at all 29 of its parks. Only then will teens realize their boundaries and will families feel welcome once again.

The other PR campaign comes from
Disney which also made an announcement aimed at kids.


Disney puts Mickey on kid-friendly diet.

Disney’s theme parks will begin serving nutritionally balanced meals and only make restaurant endorsement deals with chains that limit fat and sugar items on its menus. To that end, Disney ended its 10-year deal with McDonalds. The Disney campaign is a follow-on to the announcement by the Federal Communications Commission that it will study links between ads, viewing habits and the rise of childhood obesity as marketing of food to children is presently unregulated. Disney’s communitarian campaign recognizes the heft that Disney and its characters have on children’s perceptions and Disney's proactive stance is reinforcing the idea that Disney is in a position to make a difference. I like the health-friendly campaign that Disney's undertaken as it considers children’s health over advertising dollars.

I also think that if more companies--whatever the industry or the primary stakeholders--implemented at least some communitarian-based campaigns, we'd see a widespread change in today's corporate culture.


Question of the Week: What communitarian-based PR is your company implementing?