McDonald’s Billboard – Really?

Okay, maybe I’m the only one who sees it.

Maybe it’s just a billboard run by local McDonalds restaurants.

But I doubt it.

In the environment that we are in, the political, racial and governmental environment, there isn’t a day that goes by where immigration isn’t in the news.

Temporary Protective Status

DACA

The Wall

Sanctuary Cities

Sanctuary Churches

Deportations

Rallies

Articles about how the United States allowed a grand total of 11 refugees from Syria to immigrate in 2017.

Eleven.

We had that many people for a relatively small breakfast birthday party on Saturday.

So what does McDonald’s do?

They run a series of billboards – I know there are at least two in West Michigan, probably more that have the McDonald’s logo on them. And they have pictures of a couple of the McDonald’s frozen drinks.

What words does it say?

“Have an ICE Day!”

You’re probably thinking, yeah, they are talking about frozen drinks and they want you to have an ICE day. In other words, get yourself one of our ice cold frozen drinks and your life will be better.

But given our current environment, ICE isn’t only about frozen water.

Immigration and Customs Enforcement.

ICE is about a family from my son’s school who got separated because the dad isn’t allowed back in the United States.

ICE is about one of the pastors our church supports (here in Grand Rapids), having government people show up at his door one night asking to see papers and for him to prove that he is here legally. (He’s Hispanic and he’s a US citizen – so he’s fine).

ICE is about a church in Kalamazoo consulting with attorneys about how they can lawfully keep ICE out of their church because there are people staying in their church who are concerned for their safety at the hands of ICE.

ICE is about 60,000 Haitians who are afraid they will have to face the decision – “I have been here since 2010 and the earthquake that wiped out my city, under temporary protection status, my children who have been born since then are US citizens. What do I do?”

Words mean things.

In certain environments and certain times, words mean different things than they did at a different time. We are in a time where the current government has made ICE a word that means way more than just frozen water.

For thousands if not millions of people in the United States, ICE represents a government agency that can disrupt families, ruin lives, fracture communities.

At best, McDonald’s decision to wish you an ICE day is strictly an advertising choice that wasn’t thought through completely.

At worst, McDonald’s just might be telling us something more.

Come on, McDonald’s, you can do better. You know better.

TJV

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