In Britain, a Campaign Against Obesity Is Snarled in Controversy

http://www.nytimes.com/2008/02/11/business/media/11adco.html?_r=1&scp=1&sq=marketing&st=nyt&oref=slogin

This article right here talks about the anti-obesity campaign that Britain is trying to promote.
I say "trying to" because it seems like they are having a few problems with industries which actually make "junk-foods" and those companies which are fighting against them.
The doubts that are expressed in this article make sense to me; How could they let McDonald's, for instance, get involved in such a campaign? The paradox is just to big. Another problem marketers are encountering is the logo of the campaign. Nothing has really come up yet.
So now that they have the money to support a great cause, it looks like advertising executives are running out of ideas..
Do you have any suggestions about it?

Marta