Something new to monitor

Most parents know about using a token economy as a way to influence behavior. It may start as early as 2 or 3 when parents begin potty training. They may give a gold star  for every time their child goes poo poo in the potty. As the child ages the expected behavior and the rewards change, but the system is the same. Get good grades you get a toy. Over the years the prize may increase to larger ticket items; cars or trips. This system usually works and that is why parents and teachers use it. We are a culture that likes to be rewarded for our actions.

It seems those in advertising also recognize the power of using this behavior strategy. Macdonald's  now  has begun a campaign to reward children for  good grades, behavior, and school attendance with a free Happy Meal  coupon. (Source: Advertising Age)  No, you don't bring in your report card to participating McDonald's to get your coupon. The coupon is already printed on the report card jacket.

I understand McDonald's going straight to the kids. What I don't understand is  how the Seminole County, Florida school district would participate in this. I am sure there are other creative sources of  revenue for report card printing,  than selling out to fast food chains. 

A spokesperson for the school district stated that only one parent had ever complained. It may be unrealistic, but it would be nice to think of school as an advertising free zone.