“It all started last April when this group called Corporate Accountability went looking for mommy bloggers to address their concerns as part of the Moms Not Loving It (a play on the brand’s I’m Loving it slogan) over various practices of corporations marketing to children,” Kia said during a phone interview. (The campaign can be found online here.)
Jesse Bragg, press secretary for Corporate Accountability International, confirmed that the organizers there contacted Kia, not the other way around.
The fact is that the lobbying group Corporate Accountability of Boston flew the Canadian mom and daughter to Hamburger University in Chicago for the board meeting.
Sriram Madhusoodanan, who is an organizer on the Value the Meal Campaign run by Corporate Accountability, seconded Bragg, saying, “I can definitely confirm that we traveled to Blog Her last year, which is a conference of women who blog... We met so many moms who blog and are sick of the repeated efforts by the company to undermine parental efforts.
“We began with Moms Not Loving It, launched on Mothers Day, and then we saw this incredibly moving and personal post by Kia. But Hannah is so articulate and passionate about kids’ health. Hannah really wanted to speak up herself on behalf of kids, so that’s what we did instead of [just] having her mom speak.”
Madhusoodanan said his team had not really expected this meeting to garner such viral media attention.
“I think it’s unfortunate that McDonald's can spend multimillions of dollars to campaign with little resistance, but here’s a little girl like Hannah delivering such a powerful message and getting this kind of blowback from McDonalds supporters,” he said.
Meanwhile, McDonald's also says the encounter has been misstated in the media.