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CLINTON LIBRARY PHOTOCOPY
TM
RONALD MCDONALD
HOUSE CHARITIES
Get Involved!
Ronald McDonald House Charities offers a hands-on,
meaningful way for you to get involved and directly
help children and their families. To become part of
lifting kids
our family, you can:
Volunteer at your local Ronald McDonald
House, or
to a bette
Participate by getting a local organization -
such as your company, church, club or civic
tomorr
group - involved in volunteering as a group
or organizing a fundraiser.
Many individuals choose to support Ronald McDonald
House Charities by:
Dropping change into collection canisters at
McDonald's restaurants, or
Joining the Ray Kroc Heritage Society, created to
recognize donors who make significant commit-
ments. Planned gifts include a variety of estate
planning options that are designed to assist
charities like ours in obtaining critical funding
for the future, while also meeting the financial
and tax needs of charitable donors and their
beneficiaries.
If you would like to learn more about Ronald
McDonald House Charities, please send your request
onald
for information to:
Ronald McDonald House Charities
One Kroc Drive
Oak Brook, IL 60521
© 1996 Ronald McDonald House Charities
The following trademarks used herein are owned by McDonald's Corporation:
than
McDonald's, Ronald McDonald House Charities, Lifung Kids to a Better
Tomorrow: Ronald McDonald House
mone
RONALD MCDONA
each
HOUSE CHARITIE
Funding
Global Reach, Local Impact
"We have an obligation to give
Ronald McDonald House Charities
something back to the communities
is "Lifting kids to a better
that give us SO much."
tomorrow" by:
Supporting more than 170
- McDonald's Corporation Founder Ray Kroc
Ronald McDonald Houses, and
Reaching our goal of "Lifting kids to a better
Making grants to other
tomorrow" is possible only with the support of
not-for-profit organizations
individual donors, corporate partners and the
that help children in
McDonald's family, which carries on the heritage
neighborhoods worldwide.
established by Ray Kroc, in whose memory
Ronald McDonald House Charities
was established.
McDonald's franchisees and suppliers are
Supporting Our
And A Whole Lot More
major contributors of time and money on the
Cornerstone Program
local level. McDonald's customers contribute
After the early success and growth of the Ronald
millions of dollars each year by dropping change
Ronald McDonald House is a home-away-from-home
McDonald House program, Ronald McDonald House
into donation canisters, supporting fundraisers
for families who must travel hundreds, sometimes
Charities began to reach out to meet even more needs in
and organizing other events throughout
thousands, of miles outside of their own community to
the community while continuing to support the Houses
their communities.
seek medical treatment for a child. Ronald McDonald
as the cornerstone program.
But the need for fundraising
Houses are located near hospitals that provide specialized
Ronald McDonald House Charities has contributed more
goes well bevond McDonald's.
care for children. Twenty-four hours a day, 365 days a
than $125 million in grants to other children's organiza-
On national and local levels, Ronald
year, each House offers parents and family members of
tions. Beneficiaries of Ronald McDonald House Charities
McDonald House Charities receives strong
seriously ill children a refuge from the hospital - a room
are not-for-profits which have demonstrated an ability to
support from many corporate partners - The
of their own with a comfortable bed, kitchen and
respond to the needs of specific groups of children and
Coca-Cola Company, United Airlines, AT&T,
laundry facilities, and toys for the kids.
their families in a definitive, hands-on manner that yields
Dillard Department Stores, USA Today, Kimberly-
Families who stay at the House find other families with
measurable results.
Clark and many others. We also receive support
the same concerns, and staff and volunteers who listen
from individual donors, who are the lifeblood
We support major, national initiatives, such as research to
and care. Houses are designed to encourage interaction
help find a cure for a deadly childhood disease and a
of the organization,
among their guests to help them cope during an
nationwide child abuse prevention program, while also
providing needed
extremely difficult time.
contributions which
reaching deep into communities to fund
are directed
Ronald McDonald Houses offer all of this to families for
grassroots programs such as barrier-free
toward Ronald
only a small contribution; if that is not possible, no one
playgrounds, shoes for homeless kids,
McDonald
is turned away.
services for victims of child abuse, and
House
much more.
The first House was built in Philadelphia in 1974, inspired
and other
by a young leukemia patient whose parents decided there
Wherever there is a need, big or
children's
had to be a better way to lonely, anxious nights in hospi-
small, Ronald McDonald House
programs.
tal waiting rooms far from home. Since then, Ronald
Charities is ready to meet it
McDonald Houses have served more than ) million
head on.
family members in more than a dozen countries.
KROC DRIVE
OAK BROOK, IL 60521
PHONE: 630-623-7048
FAX: 630-623-7488
FOR IMMEDIATE RELEASE
CONTACT:
TM
Susan Kerr, 630/623-7070
RONALD MCDONALD
Brian Davis, 312/836-7177
HOUSE CHARITIES
Ronald McDonald House Charities Announces
$100 Million Commitment to Children and Families
General Colin Powell Accepts Commitment on Behalf of Presidents' Summit
(Oak Brook, Illinois, April 21, 1997) -- In conjunction with the Presidents' Summit for
America's Future, Ronald McDonald House Charities has made a $100 million
commitment to fund programs that provide comfort and care to children and families.
"This $100 million pledge is the largest single cash commitment we have received yet,"
said Gen. Colin Powell, general chairman of the Summit. "I salute Ronald McDonald
House Charities for taking a leading role in this drive. We hope that this commitment
will inspire other organizations to join with us in our efforts to help realize the full
potential of America's youth."
Ronald McDonald House Charities' commitment, to be made over a multi-year period,
will continue its mission of providing grants to national and local children's programs,
including Ronald McDonald Houses worldwide.
"Our $100 million in grants will fund programs that address serious issues including the
prevention of child abuse, youth suicide, substance abuse, and much more," said Ken
Barun, President and CEO of Ronald McDonald House Charities.
- more -
Partners in supporting Ronald McDonald Hoase and other children's charities
Printed recycled paper
$100 Million Commitment
Add One
The Presidents' Summit will launch America's Promise -- The Alliance for Youth, which
is aimed at assuring that by the end of the year 2000, at least two million of America's
15-million at-risk children receive the five fundamentals that are essential for productive,
successful lives:
An on-going relationship with a caring adult; mentor, teacher, coach;
Safe places and structured activities during non-school hours to learn and grow;
A healthy start;
A marketable skill through effective education;
An opportunity to give back through community service.
A wide range of programs that are linked to these five fundamentals will be funded as a
result of the Ronald McDonald House Charities' commitment. These include:
Preventing Youth Suicide -- Through major funding of suicide prevention research
and training support to educators, the Charity recently distributed nearly 30,000 CD-
ROMs to junior and senior high schools nationwide. The Team Up To Save Lives CD-
ROM is the first comprehensive, interactive suicide prevention guide for educators.
During Suicide Prevention Week, May 4-10, 1997, CD-ROMs will be distributed through
the American Academy of Suicidology to thousands of crisis centers nationwide.
Preventing Child Abuse While Promoting Good Parenting -- Ronald McDonald
House Charities has partnered with the National Committee to Prevent Child Abuse to
create an innovative program called Healthy Families America (HFA). HFA is
designed to support new parents with intensive home visitor services nationwide.
Through our ongoing support of Healthy Families America, our collective goal is to
reduce child abuse among young children by 25 percent in the next five years
nationwide.
Helping Find a Cure for Pediatric Cancer -- Ronald McDonald House Charities is
committed to supporting research to help find a cure for neuroblastoma, a deadly
childhood cancer.
Supporting Ronald McDonald Houses -- The comerstone program of Ronald
McDonald House Charities provides a "home-away-from-home" for families with
seriously ill children receiving treatment at a nearby hospital. There are currently 182
Ronald McDonald Houses in 14 countries.
- more -
$100 Million Commitment
Add Two
Studying Public Opinion About Children's Issues -- As part of the overall
commitment to the Summit, Ronald McDonald House Charities also pledged to
share (with children's organizations and the public) a ground-breaking national
public opinion study. This broad-scale segmentation study, to be completed in June
in partnership with the Advertising Council and Public Agenda, will, in part, provide
insights to help answer the questions: How does the general public define the
problems facing the country's children and what solutions will they support?
The Summit, which will convene in Philadelphia on April 27, was announced by
President Clinton and former President Bush at the White House in January. It will
bring more than 2,000 delegates representing nearly 150 cities and all 50 states as well
as corporate leaders and the heads of a wide range of volunteer, religious and
educational organizations.
Presidents Clinton, Bush, Carter and Ford will attend with former First Lady Nancy
Reagan representing former President Reagan. Henry Cisneros, former Secretary of
Housing and Urban Development, will serve as Vice Chairman for the Summit along
with Lynda B. Robb, daughter of the late Lyndon Baines Johnson.
###
KROC DRIVE
OAK BROOK, IL 60521
PHONE: 630-623-7048
FAX: 630-623-7488
FOR IMMEDIATE RELEASE
CONTACT:
Susan Kerr, 630/623-7070
RONALD MCDONALD
Brian Davis, 312/836-7177
HOUSE CHARITIES
Ronald McDonald House Charities To Release
Breakthrough Research On Children's Issues, Volunteerism
(Oak Brook, Illinois, April 21, 1997) - In further support of the Presidents' Summit for
America's Future, Ronald McDonald House Charities announced today it will share a
ground-breaking national public opinion study which addresses Americans' attitudes
about children's issues and volunteerism.
The study is being conducted for Ronald McDonald House Charities and The Advertising
Council by Public Agenda. This broad segmentation study will, in part, provide insights to
help answer the questions: How does the general public define the problems facing the
country's children and what solutions will they support?
"Ronald McDonald House Charities will use this important research to help guide our
$100 million commitment in giving to children's programs (announced in conjunction
with the Summit last week)," said Ken Barun, president and CEO of Ronald McDonald
House Charities. "Plus we will share our research findings with people and
organizations on the frontlines advocating for at-risk children, including Presidents'
Summit attendees, national and grassroots philanthropic organizations, as well as
community and church leaders."
The results of the study will be released on June 26 at a media briefing in
Chicago. Additional tracking studies to assess changes in American attitudes and
behavior will be repeated and released publicly annually through 2001.
-more-
Partners in supporting Ronald McDonald House and other children's charities
Printed on recycled paper
Public Opinion Study
Add One
Ruth Wooden, president of The Advertising Council, said, "This unprecedented
research will help all of us understand the barriers to volunteerism and allow us to
formulate strategies to go around or through these obstacles to effectively reach our
goal to help more children and families."
The Advertising Council will specifically use the findings to strengthen its
communication efforts to mobilize more Americans to help all children. The Council,
the nation's largest producer of public service advertising, has made a long-lasting
commitment to improve children's lives by developing public service advertising
campaigns which increase awareness and action on behalf of issues such as children's
health, education and safety. The public opinion research is a crucial part of the
Council's development of those communications programs.
The Advertising Council, founded in 1942, works with a select number of non-profit
organizations ("sponsors") that represent socially important and advertisable issues. The
Council works with volunteer advertising agencies which create public service advertising
geared to the resolution of a social problem with actionable messages. The Council
distributes the messages to the media, which donate time and space to run them.
Ronald McDonald House Charities recently announced a $100 million commitment over
five years to fund programs that provide comfort and care to children and families.
Through its network of local charities serving in 23 countries, the Charity makes grants
to not-for-profit organizations, and provides support to Ronald McDonald Houses
worldwide and the Ronald McDonald Children's Hospital. To date, more than $150
million in grants has been awarded to children's programs.
Public Agenda is a highly respected nonpartisan, nonprofit research and education
organization working to help citizens better understand complex policy issues and to
help the nation's leaders better understand the public's point of view. It was founded in
1975 by Daniel Yankelovich and Cyrus Vance.
###
KROC DRIVE
OAK BROOK, II. 60521
PHONE: 630-623-7048
FAX: 630-623-7488
FOR IMMEDIATE RELEASE
CONTACT:
Cathy Mazur, 630/623-7211
TM
Judi Ketcik, 312/836-7462
RONALD MCDONALD
HOUSE CHARITIES
Crisis Centers to Receive New Tool to Combat Youth Suicide
in Conjunction with 'Suicide Prevention Week', May 4-10
Suicide Rates Among Young People
Rise Toward Epidemic Levels
(Oak Brook, Illinois, April 21, 1997) -- A new CD-ROM suicide prevention guide
funded by Ronald McDonald House Charities will be sent to hundreds of crisis centers
nationwide in conjunction with the American Association of Suicidology's (AAS) "Suicide
Prevention Week," May 4-10.
The CD-ROM, titled Team Up to Save Lives, incorporates findings from a three-year
research and prevention program funded by Ronald McDonald House Charities. The
CD-ROM was developed by a team of psychiatrists, psychologists and health and
education experts at the Institute for Juvenile Research in the Department of Psychiatry
at the University of Illinois at Chicago (UIC).
It is designed to help educators, school caregivers and mental health professionals
learn how to prevent suicide by identifying and assisting young people at-risk.
In February the CD-ROM was distributed free to nearly 30,000 junior and senior high
schools nationwide to help teachers, principals, counselors and coaches deal with what
suicide experts call "the silent killer of our youth."
"Our goal is to save lives," said Ken Barun, president and CEO of Ronald McDonald
House Charities. "We want to reach educators and mental health professionals across
the country, and help them learn more about how to reach out to at-risk kids."
Schools and mental health organizations can order additional copies by calling
McDonald's Educational Resource Center at 1-800-627-7646.
- more -
Partners in supporting Ronald McDonald House and other children's charities
Printed yold paper
Suicide Prevention Week
Add One
Schools Play a Vital Role
Schools have become "the social agency of first and sometimes last resort for suicidal
young people, because they spend so much time there," said Dr. Markus Kruesi,
director of UIC's Institute for Juvenile Research. "School nurses and counselors often
represent the only mental health care available to kids. The problem is that most
educators have no training in how to identify and counsel young people in danger of
killing themselves, or how to respond to a suicide at school."
An Adolescent Epidemic
"The rate of completed suicides among U.S. adolescents has quadrupled over the past
four decades, to the point where suicide has become a serious public health problem
for young people," said Dr. Janet Grossman, a suicide expert with the Institute for
Juvenile Research. "It's also a human tragedy, because most suicidal young people
desperately want to live. They just can't see alternatives to their problems."
Three Years in the Making
Team Up To Save Lives is the first comprehensive, interactive suicide prevention guide
for educators. It delivers a curriculum developed and tested by an Institute for Juvenile
Research team led by Dr. Grossman, Dr. Kruesi and Dr. Jay Hirsch, a UIC professor
and renowned school psychiatric consultant, during a three-year research program
conducted with thousands of school caregivers at 155 urban and suburban Chicago-
area schools.
The CD-ROM provides a framework which schools can use to build an effective suicide
prevention program. It includes:
Instructional videos which show teachers how to communicate with at-risk young
people and their parents.
Detailed lessons on suicide risk factors, warning signs, intervention, means
restriction and crisis response.
Interactive evaluation, which tests users on their knowledge and returns them to
lessons for review if questions are answered incorrectly.
- more -
Suicide Prevention Week
Add Two
The Institute for Juvenile Research, part of the Department of Psychiatry at the
University of Illinois at Chicago, is recognized as the first child guidance clinic in the
country. The institute has provided mental health services to children and families for
nearly 90 years.
Ronald McDonald House Charities recently announced a $100 million commitment over
five years, in conjunction with the Presidents' Summit for America's Future, to fund
programs that provide comfort and care to children and families. Through its network of
local charities serving in 23 countries, the Charity makes grants to not-for-profit
organizations, and provides support to Ronald McDonald Houses worldwide and the
Ronald McDonald Children's Hospital. To date, more than $150 million in grants has
been awarded to children's programs.
###
KROC DRIVE
OAK BROOK, IL 60521
PHONE: 630-623-7048
FAX: 630-623-7488
RONALD McDONALD HOUSE CHARITIES
PROGRAM PROFILE
TM
RONALD MCDONALD
RONALD McDONALD HOUSE
HOUSE CHARITIES
HOT NEWS!
Ronald McDonald House Charities is celebrating the opening of
several new Ronald McDonald Houses, including:
Portland, Oregon (April 26, 1997)
Orlando, Florida (December 11, 1996)
Fort Worth, Texas (October 21, 1996)
Johnson City, Tennessee (September 26, 1996)
Shatin, Hong Kong (September 22, 1996)
Loma Linda, California (September 12, 1996)
Program Overview
Ronald McDonald Houses are "homes-away-from-home" for the
families of seriously ill children receiving treatment at a nearby hospital.
The first Ronald McDonald House opened in Philadelphia in
1974. Fred and Fran Hill's daughter Kim was undergoing
treatment for leukemia and they had grown tired of sleeping in
the hospital waiting room and eating meals out of vending
machines. Fred, who was a player for the Philadelphia Eagles
at the time, rallied the support his teammates and General
Manager Jim Murray, Dr. Audrey Evans from The Children's
Hospital of Philadelphia, and the local McDonald's franchisees
and the first Ronald McDonald House was born.
The Facts
There are 182 Ronald McDonald Houses in 14 countries.
More than 2,500 bedrooms are available every night in
Ronald McDonald Houses around the world.
Nearly 20,000 volunteers donate up to one million hours
annually to Ronald McDonald House.
Each House is run by an local non-profit organization comprised
of members of the medical community, business and civic
leaders, parent/volunteers and local McDonald's franchisees.
The majority of the funding for each House comes from the
community in which it operates.
Families staying at a House are asked to make a donation ranging
from $5 to $20 per night; if that is not possible, their stay is free.
For More Information
Susan Kerr, 630/623-7070
Judi Ketcik, 312/836-7462
Partners in supporting Ronald McDonald House and other childrens charities
Printed on reeveled paper
KROC DRIVE
OAK BROOK, IL 60521
PHONE: 630-623-7048
FAX: 630-623-7488
RONALD McDONALD HOUSE CHARITIES
TM
PROGRAM PROFILE
RONALD MCDONALD
HOUSE CHARITIES
HEALTHY FAMILIES AMERICA
HOT NEWS!
Ronald McDonald House Charities is in its fifth year of
funding Healthy Families America (HFA), and is currently
looking into helping the program expand even further.
There are now more than 250 HFA sites in 38 states, plus
Washington, D.C. Two of the newest sites are in
Harrisburg, Pa., and Liberty, Mo., where local staff began
their training on April 14, 1997.
Program Overview
In partnership with the National Committee to Prevent Child
Abuse (NCPCA), Ronald McDonald House Charities has
played a vital role in ensuring the health, safety and
successful development of our nation's children through
Healthy Families America (HFA).
This innovative program is designed to provide some support
to all new parents nationwide with intensive home visitors
service for those at greatest risk.
Through the Charity's ongoing support of Healthy Families
America, the collective goal is to reduce child abuse among
young children by 25 percent in the next five years nationwide.
The Facts
There are now more than 250 HFA sites in 38 states, plus
Washington, D.C.
The program has shown amazing growth, adding an average
of 72 sites per year between 1994 and 1996
Last year, HFA served more than 15,000 at-risk families
For More Information
Sue Gembala, 630/623-5938
Judi Ketcik, 312/836-7462
Partners in supporting Ronald McDonald House, and other children's charities
Printed on paper
KROC DRIVE
OAK BROOK, II. 60521
PHONE: 630-623-7048
FAX: 630-623-7488
RONALD McDONALD HOUSE CHARITIES
PROGRAM PROFILE
RONALD MCDONALD
HOUSE CHARITIES
RONALD McDONALD CHILDREN'S HOSPITAL
HOT NEWS!
Thanks to Ronald McDonald House Charities funding, the
hospital will introduce a mobile van to service Chicago-
area communities later this year.
The van will bring medical care to families that otherwise
may not have access to the hospital for life-saving medical
care.
The Program
On October 4, 1996, Ronald McDonald House Charities
announced a $10 million grant over five years to support
children's healthcare at Loyola University Medical Center.
In recognition of this gift, Loyola renamed the hospital the
Ronald McDonald Children's Hospital at Loyola University
Medical Center. The grant will help move forward the ongoing
renovation and expansion of the children's medical facility.
The first phase was completed with the opening of the
pediatric intensive care unit (PICU) in October, 1996.
The PICU features an aquatic decor to make the children feel
more comfortable, including large columns of bubbling water,
artificial fish swimming behind glass along the sides of the
nursing station, and wall tiles depicting water scenes.
The Facts
Ronald McDonald Children's Hospital includes:
34 general and 18 intensive-care unit beds
A 50-bed, neo-natal intensive care unit, which serves as a
national model in the care of high-risk infants
A trauma program providing 24-hour-a-day care for the
severest injuries to children
One of the region's largest burn centers, to which injured
children are transferred from throughout the Midwest
A large pediatric clinic and a Center for Pediatric Home
Care and Hospice
For More Information
Susan Kerr, 630/623-7070
Judi Ketcik, 312/836-7462
Partners in supporting Ronald McDonald Hoise. and other children's charities
Printed on recycled paper
KROC DRIVE
OAK BROOK, IL 60521
PHONE: 630-623-7048
FAX: 630-623-7488
RONALD McDONALD HOUSE CHARITIES
PROGRAM PROFILE
RONALD MCDONALD
HOUSE CHARITIES
PEDIATRIC CANCER RESEARCH
HOT NEWS!
Ronald McDonald House Charities has committed more
than $5 million to help search for a cure for neuroblastoma,
one of the most mysterious and deadly cancers afflicting
children.
In some infants, the neuroblastoma tumor can regress and
disappear without treatment. Conversely, in most older
children, the malignant tumor is much more aggressive,
though in a few people it "matures" and becomes benign.
The RMHC-supported researchers are currently studying the
pathway that controls whether cells regress and die, mature
and stop growing, or stay malignant. More importantly, they
are investigating drugs that may force tumor cells to undergo
these fates. This approach to treatment should be more
specific and less toxic that any current therapy.
The Program
Ronald McDonald House Charities is deeply committed to
helping finding cures for childhood diseases, including neural
tumors and neuroblastoma, a form of cancer found
predominantly in children less than five years old.
The Charity is working with several key researchers on these
projects: Dr. David Pleasure and Dr. Garrett M. Brodeur at The
Children's Hospital of Philadelphia; and Dr. Jeffrey Milbrandt at
Washington University in St. Louis.
The Facts
Neuroblastoma is a disease which arises from the
abnormal development of very young nerve cells.
This cancer usually starts in the nerve cells of the
abdomen and chest and can spread quickly.
Neuroblastoma is one of the most common malignant
tumors in children, yet relatively little progress has been
made to date in improving survival rates, despite more
dramatic progress in curing acute leukemia and some
other childhood cancers.
For More Information
Sue Gembala, 630/623-5938
Judi Ketcik, 312/836-7462
Partners in supporting Ronald McDonald House and other children's charities
Printed recycled paper
KROC DRIVE
OAK BROOK, II. 60521
PHONE: 630-623-7048
FAX: 630-623-7488
RONALD McDONALD HOUSE CHARITIES
IM
PROGRAM PROFILE
RONALD MCDONALD
HOUSE CHARITIES
"TEAM UP TO SAVE LIVES" - YOUTH SUICIDE PREVENTION
HOT NEWS!
May 4-10 marks National Suicide Prevention Week,
sponsored by the American Association of Suicidology
(AAS).
During this week, interactive suicide prevention CD-ROMs
called "Team Up to Save Lives," funded by Ronald
McDonald House Charities, will be sent to 250 crisis
centers and mental health centers nationwide.
The Program
TEAM UP TO SAVE LIVES incorporates a three-year research
and prevention program funded by Ronald McDonald House
Charities. The CD-ROM, the first of its kind, was developed by a
team of psychiatrists, psychologists and health and education
experts at the Institute for Juvenile Research at the University of
Illinois at Chicago (UIC) as part of this program. It's designed to
help educators and school caregivers learn how to prevent suicide
by identifying and assisting young people at-risk.
Ronald McDonald House Charities distributed copies of the
CD-ROM in February 1997 to nearly 30,000 junior and senior
high schools nationwide.
Schools can order additional copies of the CD-ROM by calling
McDonald's Education Resource Center at 1-800-627-7646.
The Facts
Suicide has become the third leading cause of death
among 15-19 year-old children.
Suicide has increased by 120% among 10-14 year-olds
over the past ten years.
The U.S. has the highest rates of childhood homicide, suicide and
fire-arm related death among industrialized nations.
The suicide rate for children in the U.S. is two times higher than
that in the other top 25 industrialized countries combined.
For More Information
Cathy Mazur, 630/623-7211
Judi Ketcik, 312/836-7462
Partners in supporting Ronald McDonald House and other children's charities
Printed on recycled paper
KROC DRIVE
OAK BROOK, IL 60521
PHONE: 630-623-7048
FAX: 630-623-7488
RONALD McDONALD HOUSE CHARITIES
PROGRAM PROFILE
RONALD MCDONALD
HOUSE CHARITIES
SCHOLARSHIPS FOR MINORITY STUDENTS
HOT NEWS!
The Hispanic American Commitment to Education Resources
(HACER) Scholarship Program has now grown to 29 cities
across the country, with more than $3 million having been
awarded to nearly 3,000 deserving high school students in 21
states. Ronald McDonald House Charities has also made a $1
million commitment to the program.
Every year, Ronald McDonald House Charities matches
contributions up to $25,000 from each Local Charity given
to the United Negro College Fund (UNCF) until the
Charity's overall $1 million goal is achieved. To date, more
than $650,000 in scholarships have been awarded.
The Programs
HACER was created in 1985 through a unique partnership of Ronald
McDonald House Charities, McDonald's, the National Hispanic
Scholarship Fund, and local McDonald's franchisees. HACER is
designed to provide a financial helping hand to promising Hispanic
high school seniors pursuing a college education.
For more than 20 years, Ronald McDonald House Charities has
worked with McDonald's to make significant contributions to
UNCF, helping to fund scholarships for African-American
students applying for healthcare and pre-medical degrees at
UNCF's 40 member colleges.
The Facts
The 1995 annual report by the American Council on
Education revealed that only 60.7 percent of Hispanic
students complete high school.
Hispanic college participation rates have fallen 6.7 percent
during the last two decades.
The College Fund/UNCF is the oldest and largest
education organization that supports 40 of the country's
historically Black universities.
The lack of financial support is often a major barrier for many
bright African-American students to enter medical fields.
For More Information
Susan Kerr, 630/623-7070
Judi Ketcik, 312/836-7462
Partners in supporting Ronald McDonald Hotise and other children's charities
Printed on recycled paper
KROC DRIVE
OAK BROOK, IL 60521
PHONE: 630-623-7048
FAX: 630-623-7488
FOR MORE INFORMATION CONTACT:
IM
Susan Kerr (630/623-7070)
RONALD MCDONALD
HOUSE CHARITIES
Judi Ketcik (312/836-7462)
Ronald McDonald House Charities
Fact Sheet
PURPOSE:
Ronald McDonald House Charities provides comfort and care to children
and families through its network of local charities serving in 23 countries,
and provides support to Ronald McDonald Houses and the Ronald
McDonald Children's Hospital. The Charity makes grants to not-for-
profit organizations. Grants to date total more than $150 million.
Ronald McDonald House Charities, in conjunction the Presidents'
Summit for America's Future led by General Colin Powell, has
committed more than $100 million in grants over the next five years.
The Ronald McDonald House program has provided a "home-away-
from-home" for nearly two million family members since its inception in
1974. There are 182 Ronald McDonald Houses in 14 countries.
GRANTMAKING: Ronald McDonald House Charities awards grants in three areas:
Healthcare and medical research;
Education and arts; and
Civic and social services.
National and international grant requests are reviewed quarterly by a
20-plus-member Board of Trustees in Oak Brook, Illinois, comprised of
health professionals, business and civic leaders, and McDonald's
representatives.
Local Ronald McDonald House Charities support Ronald McDonald
Houses and other children's programs in their communities. They are run
by boards comprised of members of the local medical community, business
and civic leaders, parent/volunteers, and McDonald's representatives.
FUNDING:
Ronald McDonald House Charities receives strong support from:
McDonald's Corporation, which pays 100 percent of the general and
administrative costs for the national body of Ronald McDonald House
Charities; McDonald's franchisees and regional staffs; individual and
corporate donors; and McDonald's customers who generously support
the Charity through various fundraisers.
Partners in supporting Ronald McDonald House. and other children's charities
Printed on led paper
KROC DRIVE
OAK BROOK, IL 60521
PHONE: 630-623-7048
FAX: 630-623-7488
RONALD McDONALD HOUSE CHARITIES
PERSONALITY PROFILES
RONALD MCDONALD
PEOPLE YOU SHOULD KNOW
HOUSE CHARITIES
Dr. Craig Anderson
Chairman, Department of Pediatrics, Loyola University, Chicago
Dr. Anderson is the physician leader of the Department of Pediatrics at Loyola University
Medical Center and the newly formed Ronald McDonald Children's Hospital. It was
Dr. Anderson's vision to approach Ronald McDonald House Charities to fund this unique
project. The facility, which is actually a "hospital within a hospital," meaning it is within the
physical structure of Loyola University Medical Center, but it operates with a separate staff
and board, will serve as one of the pre-eminent pediatric medical facilities in the region.
Dr. Anderson was a founding member and chairman of the board of directors from
1992-1996 for the Ronald McDonald House at Loyola, which opened in 1995.
Ken Barun
President and Chief Executive Officer, Ronald McDonald House Charities
For more than 11 years Barun has been directing the efforts of Ronald McDonald House
Charities, including its fundraising and grantmaking programs. He is a member of and works
closely with the Ronald McDonald House Charities Board of Trustees, comprised of McDonald's
corporate officers, licensees, suppliers, health professionals and business and civic leaders.
From 1983 to 1986, Barun served at the White House as director of projects and policy for
First Lady Nancy Reagan, and was responsible for planning and implementing her public
activities, including serving on the board of the "Just Say No" drug abuse prevention
campaign. In addition, he is the author of the book, How To Keep The Children You Love
Off Drugs. In 1990, Barun was appointed by President George Bush to the President's
Committee on Mental Retardation.
Anne Cohn Donnelly, D.P.H.
Executive Director, National Committee to Prevent Child Abuse
Anne Cohn Donnelly has been Executive Director of the National Committee to Prevent
Child Abuse (NCPCA) since the fall of 1980. One of her main responsibilities is
overseeing Healthy Families America (HFA), an innovative child abuse prevention
program developed in conjunction with Ronald McDonald House Charities. Through the
Charity's ongoing support of Healthy Families America, the collective goal is to reduce
child abuse among young children by 25 percent in the next five years nationwide.
Among her many other responsibilities are overseeing the activities of NCPCA's 50-
state network of chapters; a nationwide public service media campaign; a national
center on child abuse prevention research; and various other activities including an
extensive training and technical assistance program and advocacy efforts.
Partners in supporting Ronald House. and other children's charities
Ponted on recycled paper
People You Should Know
Add One
Audrey E. Evans, M.D.
The Children's Hospital of Philadelphia
Dr. Evans, a specialist in children's oncology at The Children's Hospital of Philadelphia,
dreamed of a house where families of her seriously ill young patients could stay an
inexpensive home-away-from-home within walking distance of the hospital, where
families could care for one another in a supportive environment. This dream led to the
creation of the first Ronald McDonald House in Philadelphia in 1974. Now there are 182
Ronald McDonald Houses in 14 countries. In addition to helping to establish the first
Ronald McDonald House, Dr. Evans was a founding member of the Ronald McDonald
House Charities Board of Trustees in 1984, where she served until her retirement from
the Board in 1996. She now serves as a lifetime member of the Board.
Today, Dr. Evans divides her workday between the bedsides of her patients and the
research lab, where she is focusing on finding a cure for neuroblastoma, a deadly childhood
cancer. She and her team of researchers are zeroing in on the reasons why tumors of the
nervous system will sometimes spontaneously regress.
Janet A. Grossman, DNSc
University of Illinois at Chicago
Dr. Grossman is a co-investigator of Team Up To Save Lives, a project funded by Ronald
McDonald House Charities. As Clinical Director of the project, Dr. Grossman spearheaded
the training and postvention programs. The suicide prevention project provided training and
on-site consultation to crisis team members in 155 Chicago high schools. This program
resulted in the development of the CD-ROM, Team Up To Save Lives.
A nationally-known suicidologist, Dr. Grossman brings extensive clinical and academic
experience to adolescent suicide prevention. She is a child psychiatric nurse
researcher, a certified advanced practice nurse, Assistant Professor of Nursing and
Psychiatry at the University of Illinois at Chicago, and Director of Adolescent Suicide
Prevention at the Institute for Juvenile Research.
Jim Murray
President, Jim Murray Ltd.
Jim Murray is another key person responsible for establishing the first Ronald McDonald
House in Philadelphia in 1974. At the time, Murray was general manager of the
Philadelphia Eagles and the daughter of one of his players, Fred Hill, was receiving
treatment for leukemia. Hill and his wife had grown tired of the long nights spent sleeping
in hospital waiting rooms. By enlisting the help of Murray, the team collaborated with
Dr. Audrey Evans at The Children's Hospital of Philadelphia and the local McDonald's
franchisees, and the first Ronald McDonald House was born.
Murray is a member of the Ronald McDonald House Charities Local Operations Advisory
Council and serves as president of Jim Murray Ltd., a sports promotion and marketing firm.
People You Should Know
Add Two
Paul Schrage
Chairman, Ronald McDonald House Charities
Senior Executive Vice President, Chief Marketing Officer, McDonald's
Paul Schrage was named chairman of Ronald McDonald House Charities in 1994 after
serving as a Trustee of the Charity since 1984. He first joined McDonald's in 1967
when McDonald's founder Ray Kroc invited Schrage to join the company and start its
first marketing department as national marketing director. He was elected vice
president in 1968, executive vice president in 1970, and named chief marketing officer
in 1980. He was named to his current position in 1984.
Schrage is responsible for McDonald's advertising, promotion, field and national
marketing, market and real estate research, creative services, and meetings and
conventions departments. In the past 25 years, Schrage has led the department in
defining the style, look and tone of McDonald's advertising. He has been involved with
all of McDonald's advertising and promotions, including the more famous ones such as
the Michael Jordan/Larry Bird commercials ("Nothing But Net"), all Super Bowl
commercials and McDonald's sponsorship of the Olympics.
###
RONALD MCDONALD HOUSE CHARITIES
SUSAN B. KERR
Director
Kroc Drive
Oak Brook
II.
60523
Phone: 630.623.7070 Fax: 630.623.7488
TM
In Memory of Ray Kroc
Printed on Received Paper
PUBLIC AGENDA
EMBARGOED UNTIL JUNE 26, 1997
FOR MORE INFORMATION CONTAC
AT 11:00AM EST
Margaret Suzor Dunning, Public Agenda
212/686-6610
Paula Veale, The Advertising Council
212/984-1930
Judi Ketcik, RMHC
312/836-7462 or 312/810-2252
AMERICANS DEEPLY TROUBLED ABOUT NATION'S YOUTH
EVEN YOUNG CHILDREN DESCRIBED BY MAJORITY IN NEGATIVE TERMS
CHICAGO, IL -- Only 37% of Americans believe today's children, once grown, will make this
country a better place, according to Kids These Days: What Americans Really Think About The
Next Generation, a new public opinion study released today by Public Agenda. Across all
demographic groups, the public is intensely concerned about the moral and ethical development of
America's youngsters and see these problems as widespread, affecting families of all income
levels. Americans believe parents are fundamentally responsible for ensuring their children grow
up with the right values, yet only one in five say it is very common for parents to be good role
models and teach their children right from wrong
Kids These Days was conducted for Ronald McDonald House Charities and The Advertising
Council -- both organizations are committed to improving the lives of children. The study also
explores how people feel these problems should be addressed and what solutions they are willing
to support.
"This groundbreaking research is a 'wake-up' call to many in the non-profit arena who want to
make a profound impact on childrens' lives," said Ken Barun, President and CEO of Ronald
McDonald House Charities. "While these findings are sobering, the study will help us understand
and address those roadblocks to getting more people involved in finding solutions," Barun added.
Not only do the majority of Americans describe teens in negative terms, they also are surprisingly
critical of children (defined for this study as being 5 to 12 year olds). When asked what first
comes to mind when they think about today's teenagers, Americans use adjectives such as "rude,"
-more-
6 East 39th Street. New York, New York 10016-0112 212-686-6610 Fax: 212-889-3461 E-mail: [email protected]
"irresponsible," and "wild," while younger children are characterized as "lacking discipline" and
"spoiled." Only 12% of Americans, for example, say it is very common for kids to treat people
with respect, a view shared by white (8%), Hispanic (11%) and African-American (17%) parents.
"Americans are frightened for and in some cases frightened of our children and fault parents for
the problems they see," said Deborah Wadsworth, Executive Director of Public Agenda. "The
public does acknowledge how difficult it is to be a parent in today's world, but is riveted by one
goal -- the necessity of teaching all children the values of integrity, ethical behavior, concern for
others, respect, civility, compassion, and responsibility," added Wadsworth
Even parents themselves are critical of the job parents are doing. The majority of parents say
couples break up their marriages too easily, instead of trying to stay together for their kids, and
58% of black, 50% of white, and 49% of Hispanic parents say parents who fail to discipline their
children are very common The public acknowledges the difficulties families face with four in five
saying it is much harder for parents to do their job these days. Seven in ten Americans consider
drug and alcohol abuse, and excessive violence and sex on television and in the movies as very
serious problems. Sixty-two percent feel crime and gangs are serious threats to kids. But
although the public believes these are tough times to be a parent, they ultimately feel parents are
not rising to meet the challenge.
SOLUTIONS WITH PROMISE
Notwithstanding the public's bitter criticism of kids, Americans refuse to write them off as
unsalvageable and are clear on what needs to be done to help them First and foremost, people
believe children thrive when their parents care for them and teach them right from wrong Then
they look to schools to supplement and reinforce the values they believe parents should provide,
two-thirds say improving the public schools would be a very effective way to help young people.
Support for after-school programs, volunteer organizations such as the Boy Scouts, and tougher
measures to keep kids off the street, is also strong Americans rank government funding for child
and health care programs at the bottom of a list of twelve items that would be very effective in
helping kids, in part because such programs do not speak to their primary concerns about
children's moral development.
-more-
"What is key is Americans don't want to give up on kids and believe in programs that will develop
young people's character Our efforts will focus on mobilizing Americans to volunteer in ways
that will address their concerns and meet the needs of our nation's youth," said Ruth Wooden,
President of The Advertising Council.
Kids These Days also measured the views of 12 to 17 year olds. Most of America's adolescents
report they themselves are doing well, and 66% say "faith in God is an important part of my life."
But 49% also feel most kids their age need more guidance and attention from adults. Only 39%
say parents who are good role models and teach their kids right from wrong are very common.
Seven in ten also say they usually hang out with friends without anything specific to do. Few feel
they are respectful toward each other or toward adults, and only one-third think they will make
the country a better place.
Kids These Days, the initial phase of a multi-year research effort, is based on two telephone
surveys within the continental United States. This first is a survey of 2,000 randomly selected
adults aged 18 years or older, plus oversamples of 300 African-American and 300 Hispanic
parents (margin of error for the 2,000 is plus or minus 2%). The second is a survey of 600
randomly selected young people aged 12 to 17 years old (margin of error is plus or minus 4%).
Both surveys were conducted in December of 1996. In addition, Public Agenda conducted six
focus groups in sites across the country, as well as dozens of in-depth, follow-up telephone
interviews with adults who had completed the survey.
AMERICANS' VIEWS TOWARD KIDS
Sixty-one percent of Americans think youngsters' failure to learn such values as honesty,
respect, and responsibility is a very serious problem.
Nine in ten Americans say the failure to learn values is widespread; only 8% say it mostly
affects kids from disadvantaged backgrounds.
Sixty-five percent of Americans who say they have a lot of contact with teenagers describe
teens disapprovingly.
Sixty-three percent of black, 61% of Hispanic, and 49% of white parents say teens getting
into trouble because they have too much free time is very common.
-more-
Only 12% think it's very common for teens to be friendly or helpful toward neighbors.
AMERICANS' VIEWS TOWARD PARENTS
Sixty-three percent of Americans say it is very common for parents to have children before
they are ready to take responsibility for them.
Fifty percent of the general public, and 51% of parents, say it is very common for parents
to equate buying things for children to caring for them.
Only 19% of parents think it's very common for parents to be good role models and teach
their kids right from wrong
Four in ten parents, the same as for the general public, say parents who resent advice
about their kids are very common
But 51% of Americans say parents who sacrifice and work hard for their kids are very
common, and 3 in 4 believe mothers who have to give up time with their kids to work and
make ends meet is very common
KIDS' VIEWS TOWARD KIDS
Forty-one percent of adolescents say they see people their age using drugs or alcohol
every or almost every day.
Thirty-three percent of adolescents say there is no adult at home when they return from
school.
Six in ten believe most or all people their age pay too much attention to their appearance.
Sixty-five percent say they get a compliment or encouraging word from adults every or
almost every day.
Seven in ten believe people should help others because it's the right thing to do; 69% say
someone who gets help should express their gratitude.
AMERICANS' ATTITUDES TOWARD HELPING
Three in four Americans strongly believe helping others is the right thing to do.
Sixty percent say people who receive help should show appreciation.
Fifty-one percent feel those who benefit from help should return the favor if they can.
Nearly half say they would be very comfortable volunteering to be a mentor.
-more-
The principal researcher and author of Kids These Days was Steve Farkas, Public Agenda Vice
President and Director of Research For information on how to obtain a copy of Kids These
Days, contact Public Agenda by phone (212/686-6610), fax (212/889-3461) or E-mail
([email protected])
Public Agenda is a nonpartisan, nonprofit public opinion research and education organization
working to help citizens better understand complex policy issues and to help the nation's leaders
better understand the public's point of view. It was founded in 1975 by Daniel Yankelovich and
Cyrus Vance
The Advertising Council, founded in 1942 and the largest source of public service advertising in
the nation, has made a 10-year commitment to focus the majority of its resources on developing
campaigns which improve the circumstances of children in this country. As part of Commitment
2000: Raising a Better Tomorrow, the Council will develop hundreds of ads on a variety of
different topics which will benefit children.
Ronald McDonald House Charities (RMHC) has made a $100 million commitment over the next
five years to fund programs that provide comfort and care to children and families. RMHC will
use this important research to help guide its giving, and it will be shared with people and
organizations on the frontlines advocating for at-risk children, including national and grassroots
philanthropic organizations, as well as community and church leaders.
-30-
TABLE I: VIEWS ON TEENAGERS
"Now I'm going to describe different types of teenagers and ask if you think they are common or not.
How about teenagers who [INSERT ITEM]? Are they very common. somewhat common. not too
common. or not common at all?"!
Parents
African
General
Hispanic
White
% saying "very common"
Parents
of
American
public
teens
parents
parents
parents
Face social problems like drugs.
62%
66%
62%
71%
72%
64%
gangs. or crime
Get into trouble because they have
50
51
45
63
61
49
too much free time
Have poor work habits and lack
41
40
43
49
46
38
self-discipline
Lack good role models
36
36
35
43
34
36
Are wild and disorderly in public
30
33
30
49
43
31
Are lively and fun to be around
29
25
24
35
25
25
Are friendly and helpful toward
12
10
12
16
14
10
their neighbors
Treat people with respect
12
9
9
17
11
8
1. "Teenagers" were defined for respondents as 13 to 17 years old.
Sample Sizes:
General public = 2.000: Parents = 763: Parents of Teens = 162: Parents of Children = 293: African American Parents =
367: Hispanic Parents = 348 White Parents = 596: Youth = 600.
TABLE 2: VIEWS ON CHILDREN
"Now I'm going to describe different types of children and ask if you think they are common or not.
How about children who are [INSERT ITEM]? Are they very common. somewhat common, not too
common. or not common at all?"!
Parents
African
General
Hispanic
White
% saying "very common"
Parents
of
American
public
children
parents
parents
parents
Face social problems like drugs.
54%
56%
52%
63%
58%
53%
gangs. or crime
Are spoiled and do not appreciate
48
49
44
54
51
48
what they have
Don't get enough attention and
46
45
42
45
47
45
support from adults
Are bright and eager to learn
32
32
37
40
37
32
Are out of control in public areas
31
30
28
39
34
29
such as restaurants and movies
Are lazy and do not apply
30
30
30
38
28
28
themselves
Are physically or sexually abused
21
23
21
31
29
21
Are friendly and helpful toward
17
17
22
25
19
16
their neighbors
Treat people with respect
12
11
14
20
14
9
1. "Children" were defined for respondents as older than 5 but not yet teenagers.
TABLE 3: VIEWS ON PARENTS
"Now I'm going to describe different types of parents and ask if you think they are common or not. How
about parents who [INSERT ITEM]? Are they very common. somewhat common. not too common. or
not common at all?"
General
African
Hispanic
White
% saying "very common"
American
Youth
public
Parents
parents
parents
parents
(12-17 years old)
Mothers who have to give up time with
their kids to work so their families can
75%
78%
83%
76%
79%
NA
make ends meet
People who have children
before they are ready to take
63
65
72
69
63
41
responsibility for them
Parents who break up 100 easily
instead of trying to stay together for
55
57
56
57
58
31
the sake of their kids
Parents who sacrifice and work hard so
51
that their kids can have a better life
54
65
58
52
50
Parents who do not know how to
51
52
54
56
51
32
communicate with their kids
Parents who think buying things for
their kids means the same thing as car-
50
51
53
52
51
29
ing for them
Parents who fail to discipline
50
50
58
their children
49
50
33
Parents who spoil their kids
49
50
56
46
50
43
Parents who resent advice about their
kids even when it comes from people
43
42
48
44
40
NA
who mean well
Fathers who act like their careers are
more important than their kids
35
35
47
39
33
NA
Parents who care more about their jobs
NA
NA
NA
NA
NA
11
than their kids
Parents who abuse welfare and teach
32
31
41
43
29
NA
their kids to depend on handouts
Mothers who give up time with their
kids and go to work to gain personal
27
29
32
33
26
NA
satisfaction
People who are failures as parents and
should never have had kids to begin
22
21
31
29
17
12
with
Fathers who are affectionate and loving
toward their kids'
22
20
24
20
20
35
Parents who are good role models and
22
19
32
25
18
39
teach their kids right from wrong
1. Wording for Youth: "Fathers who are warm and loving toward their kids"
TABLE 4: PROBLEMS FACING TODAY'S KIDS
"I'm going to describe different problems and ask if you think each is a serious problem facing today's
kids. How about [INSERT ITEM]? Is that problem very serious. somewhat serious, not too serious. or
not serious at all for today's kids?"
[If "very" or "somewhat serious":] "Do you think this problem mostly affects kids from lower income
families. or is it widespread?"
% saying problem is "very serious"
General
African
Hispanic
White
Parents
American
% saying problem is "widespread"!
public
parents
parents
parents
Kids abusing drugs or alcohol
71%
69%
79%
83%
67%
Kids abusing drugs or alcohol is widespread
95
95
93
93
95
Kids seeing too much violence or sex on television
69
71
76
75
71
and in the movies
Kids seeing too much violence/sex in the
96
97
95
95
98
media is widespread
Kids threatened by crime or gangs
62
64
77
77
60
Kids threatened by crime/gangs is widespread
67
70
75
73
71
Kids failing to learn such values as honesty,
61
63
67
66
62
respect and responsibility
Kids failing to learn values is widespread
91
91
88
90
92
Welfare programs that encourage single-parent
58
57
66
62
55
families and teen pregnancy
Welfare programs encouraging single-parent
46
47
55
50
46
families/teen pregnancies is widespread
Public schools that fail to give kids a good
49
52
education
60
53
49
Public schools failing to give kids a good
76
77
61
71
80
education is widespread
Fewer families teaching their kids religious faith
49
50
58
55
48
and values
Fewer families teaching religion/values is
95
95
91
92
95
widespread
Kids suffering because of economic pressure on
44
44
60
53
42
their parents
Kids suffering from economic pressure on
64
67
64
61
69
parents is widespread
Kids lacking the support of strong communities
40
44
58
45
41
where neighbors care about them
Kids lacking support from communities is
80
82
74
72
84
widespread
Families facing a shortage of government
27
30
47
36
27
programs that support kids
Shortage of government programs that support
50
51
43
54
51
kids is widespread
1. Percentages saying problems are widespread are based on respondents who indentified the problems as either very or
somewhat serious
TABLE 5: WAYS TO HELP YOUNG PEOPLE
Now I'll read different ways to help kids and ask how effective you think each would be. Do you think
that [INSERT ITEM] would be a very effective way to help kids. somewhat effective, not too effective,
or not effective at all?'
General
African
Hispanic
White
Youth
% saying "very effective"
Parents
American
public
parents
parents
parents
(12-17 years old)
Improving the quality of the public
67%
71%
76%
67%
70%
51%
schools-
More programs and activities for
kids to do after school in places
60
60
75
67
57
46
like community centers
Employers giving parents more flexible
work schedules so they can spend more
55
57
66
59
58
NA
time with their kids
Nighttime curfews after which kids
could not be on the streets without
53
55
63
66
54
30
their parents
More involvement by volunteer organi-
zations dedicated to kids. like the Boy
53
51
61
55
50
NA
Scouts and the YMCA
Pressuring the entertainment industry
to produce movies and music with less
49
50
54
58
49
26
violence and sex
Tougher punishment for kids who
48
51
50
48
52
49
commit crime
Neighbors spending more time with
47
49
59
46
48
33
kids and watching out for them
Increasing the wages and job security
44
46
60
51
44
NA
of parents
Holding parents legally responsible
37
35
32
37
37
15
when their kids get into trouble
More government funding for child
34
37
56
45
36
NA
care and health care programs
Increasing government funding for
such welfare programs as AFDC and
10
8
16
13
8
NA
food stamps
1. Wording for youth: "Now I'll read different ways to help kids and ask how effective you think each would be
2. Wording for youth: "Making the public schools better"
PUBLIC AGENDA
KIDS THESE DAYS:
WHAT AMERICANS REALLY THINK ABOUT
THE NEXT GENERATION
Summary of Findings
FINDING ONE: The Moral Meltdown
Americans are convinced that today's youth face a crisis -- not in their economic or physical well-being but in their
values and morals. Most Americans look at today's teenagers with misgiving and trepidation, viewing them as
undisciplined, disrespectful, and unfriendly.
FINDING TWO: It's Not Just Teens
Public dissatisfaction and disapproval extend beyond the nation's teenagers. Even young children are viewed in a
negative light. Many Americans think children are spoiled and out of control, not friendly, helpful, or engaging. And
people apply these criticisms to children across a broad economic spectrum, to children from disadvantaged
backgrounds as well as children from the middle and affluent classes.
FINDING THREE: Careless Parents
Americans believe that parents are fundamentally responsible for the disappointing state of today's youth. People say
parents fail to teach youngsters right from wrong and pass on the values children need to learn in order to become
productive members of society. Too often, people say, today's parents have children before they're ready: give
them presents instead of guidance and attention; and fail to provide necessary discipline. Even parents themselves
from all income, ethnic, and racial backgrounds agree.
FINDING FOUR: Mitigating Circumstances
Americans acknowledge it is tougher to be a parent or a child in today's world. They recognize that more than ever,
parents -- and especially mothers -- must work hard and sacrifice for their children. Americans also believe today's
youngsters face threats from society that can undermine their parents' best efforts. People are extremely concerned
about ubiquitous threats endangering all kids: drugs and crime; sex and violence in the media; and public schools
that often fail to deliver education in a safe and orderly environment.
FINDING FIVE: Never Give Up
Notwithstanding their extensive criticisms of young people, Americans refuse to give up on kids. They care deeply
about their well-being and believe that tackling the issue is of paramount importance to our society. Most
encouraging, they are stubbornly optimistic about the chances of reclaiming the lives of even the most troubled
teens.
c 1997. Public Agenda
6 East 39th Street, New York. New York 10016-0112 212-686-6610 Fax: 212-889-3461 E-mail: [email protected]
FINDING SIX: Solutions That Miss the Mark
Government programs aimed at improving the health and economic circumstances of young people miss the mark
in three important ways as far as the public is concerned. First, Americans define the children's issue as
predominantly moral in nature, not one of money or health. Second, people believe the crux of the problem is
parents, not a lack of government programs. And third, welfare has left a legacy of skepticism about government
intervention on behalf of the family. Even when it comes to low-income, at-risk kids, Americans doubt that such
programs could help. They suspect that parents who need such programs will fail to take advantage of them.
FINDING SEVEN: Solutions That Show Promise
Because they define the problem as one of values, Americans gravitate toward solutions that help develop young
people's character. People believe the schools should help teach kids discipline, honesty, and respectfulness toward
themselves and others. They believe community centers and volunteer organizations like the Boy Scouts could be
effective because they lend moral structure to youngsters' lives.
FINDING EIGHT: Will Individual Americans Help?
Americans are convinced that young people need adults in their lives who will help guide them to responsible
adulthood. But will Americans as individuals help in the task? People say all the right things about helping, but
they also have concerns. Many are not sure that their efforts will be well received. They fear embarrassing those
they are trying to help. They want to make sure that they themselves are not taken advantage of. Finally, many
Americans believe that those who receive help should show their appreciation, return the favor when they can, and
take responsibility for helping themselves. As it is, only about a third of Americans volunteer regularly, although most
say they could find extra time to do SO.
SPECIAL FOCUS: The Views of African American, Hispanic, and White
Parents
In order to compare the views of African American and Hispanic parents to those of white parents, supplementary
interviews were conducted with 300 black and 300 Hispanic parents. The results: regardless of race and ethnicity,
all three groups of parents are critical of how teens and children are turning out, of the job parents are doing, and for
the most part, all are concerned about the same social problems threatening youngsters. Where there are
differences, these are usually differences in degree, not in kind. African American and Hispanic parents are
sometimes more critical of today's youth than are white parents, for example, and black parents are more attracted
to government child and health care programs.
SPECIAL FOCUS: What Kids Have to Say
Teenagers surveyed as part of this study generally describe themselves as happy and say they have warm relations
with their parents and other adults in their lives. But large numbers also say they have plenty of time on their hands
and describe an environment filled with hazards and potential trouble. A third say there is no adult in the house
when they come home and about a quarter admit they have engaged in risky behavior such as smoking cigarettes or
drinking alcohol.
© 1997. Public Agenda
Public Agenda is a non-profit, non-partisan organization that seeks to raise the level of public discussion about critical policy choices facing
the nation.
Kids These Days was made possible by a grant from Ronald McDonald House Charities and was conducted in partnership with The
Advertising Council, both organizations are committed to efforts to improve the lives of children.
Copies of Kids These Days are available from Public Agenda, 6 East 39th Street, New York, NY 10016. Tel: 212/686-6610; Fax: 212/889-
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KROC DRIVE
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FOR MORE INFORMATION CONTACT:
RONALD MCDONALD
HOUSE CHARITIES
Susan Kerr (630/623-7070)
Judi Ketcik (312/836-7462)
Ronald McDonald House Charities
Fact Sheet
PURPOSE:
Ronald McDonald House Charities provides comfort and care to children
and families through its network of local charities serving in 23 countries,
and provides support to Ronald McDonald Houses and the Ronald
McDonald Children's Hospital. The Charity makes grants to not-for-
profit organizations. Grants to date total more than $150 million.
Ronald McDonald House Charities, in conjunction the Presidents'
Summit for America's Future led by General Colin Powell, has
committed more than $100 million in grants over the next five years.
The Ronald McDonald House program has provided a "home-away-
from-home" for nearly two million family members since its inception in
1974. There are 182 Ronald McDonald Houses in 14 countries.
GRANTMAKING: Ronald McDonald House Charities awards grants in three areas:
Healthcare and medical research;
Education and arts; and
Civic and social services.
National and international grant requests are reviewed quarterly by a
20-plus-member Board of Trustees in Oak Brook, Illinois, comprised of
health professionals, business and civic leaders, and McDonald's
representatives.
Local Ronald McDonald House Charities support Ronald McDonald
Houses and other children's programs in their communities. They are run
by boards comprised of members of the local medical community, business
and civic leaders, parent/volunteers, and McDonald's representatives.
FUNDING:
Ronald McDonald House Charities receives strong support from:
McDonald's Corporation, which pays 100 percent of the general and
administrative costs for the national body of Ronald McDonald House
Charities; McDonald's franchisees and regional staffs; individual and
corporate donors; and McDonald's customers who generously support
the Charity through various fundraisers.
Partners in supporting Honald McDonald House and other children's charities
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The Advertising Council inc
Who We Are
Since 1942, the Ad Council has been the leading producer of public service advertising in the
United States. You may not know us by name, but you do know our messages. We help Take a
Bite Out of Crime. We remind you that Friends Don't Let Friends Drive Drunk and that A Mind
is a Terrible Thing to Waste. We are a private nonprofit organization of volunteers who conduct
advertising campaigns for the public good.
How We Operate
Several hundred requests for campaign support are received annually. To be selected, a campaign
must be proposed by an accredited organization and its goals cannot be commercial, political or
denominational. The issue to be addressed must be significant and national in scope, yet of
concern to all Americans. Finally, the sponsor organization must be an expert on the issue, with
a formal or informal network of local chapters.
If a proposal is accepted by the Board of Directors and major committees, a volunteer advertising
agency and a volunteer campaign director (a corporate communications executive) develop the
campaign. The sponsor and an Ad Council campaign manager oversee the work to ensure that
the advertising is geared toward the solution of the problem. The ads are prepared by the Ad
Council and distributed to the media, which donate time and space to run them. The Council is
financed through contributions from more than 350 corporations.
In May 1995, the Council announced a 10-year commitment to focus a majority of its resources
to improving the circumstances of American children. As part of Commitment 2000: Raising a
Better Tomorrow, the Council will develop hundreds of ads on many different topics that will
focus on benefiting children in some way. However, a portion of the Council's docket will be
reserved for campaigns that are not specifically focused on children, but represent other critical
issues facing society.
What We Accomplish
The Advertising Council generated more than $700 million worth of media time and space last
year from 29,000 different media outlets, making it the equivalent of one of the top ten
advertisers in the U.S. The average Ad Council campaign receives about $26 million in donated
media each year.
This performance has generated strong, measurable results for the causes we serve. Ad Council
campaigns have helped to save lives and resources, to educate the American public about issues
and concerns of the day, and to make America a smarter and healthier country to live in.
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KIDS THESE DAYS:
WHAT AMERICANS REALLY THINK ABOUT
THE NEXT GENERATION
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A Report from Public Agenda
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RONALD MCDONALD
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