So I'm getting lots of emails tonight about this 7th Heaven TV show where someone named Ruthie is clipping Campbell's labels for her school. Ugh. Double-ugh. And triple-ugh!!!

Awful on so many levels.

Awful first because Campbell's clearly paid to have this inserted into the show. "Gee, dad, can we clip our Campbell's-brand labels for eductaion now. You know -- it's not just soup labels that are eligible." It's so natural. Not. And so ridiculously lame.

And awful second because the show fails to point out (because show is paid by Campbell's for the spot in the script!) that all of little Ruthie's efforts are worth about 13 cents to her school. It's the worst collecting program out there. By far. It's such a waste of volunteer time and parent group attention. I shudder to think how many groups -- because of this in-show-hidden-ad -- will now shout about labels all year long, all for 2 $10 playground balls and a jumprope. It's like going to Chuck-e-Cheez for all the *great prizes* your kids get, like the 4 cent superball or the 6-inch Shrek ruler or the beautiful temporary tattoo of Batman.

Quadruple ugh!

Here's a link to prove I didn't make this up:

www.labelsforeducation.com/7thheaven.aspx

I just wish I had.

Please Campbell's, we're begging you: find a different way to support schools. The 89-cent cans of tomato soup are the wrong kinds of products for a collection program. Please.

I'll stop, but... c'mon!

Tim