Wednesday, September 06, 2006

Cheap shot advertising

Tesco has replaced its 'Computers for Schools' scheme (which, according to the BBC, gives schools a computer for every £100K spent at Tesco) with a new voucher scheme: 'Tesco Sport for Schools and Clubs'.

To launch it in style, they've produced what's being billed as an 'international report' designed to satisfy the current dual obsession with children's bodies and children's badness. Apparently:

Children in Britain are among the most lazy in the world, a report claims. The survey found UK children spend an average of 9.4 hours a week playing computer games or watching TV, but less than one hour a day being active.

The report, commissioned by Tesco, surveyed 3,500 young people from 10 countries around the world, including Britain, the US, Australia and India. Ranking the 10 countries in order of their children's fitness, Britain came in as the seventh fittest nation.

(Um, we're not quite sure how computer/TV use is related to fitness - Australian children appear to occupy the number one spot in both cases)

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