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McDonald's established the corporate philosophy of balanced, active lifestyles in 2003 that was based on three strategic pillars: (1) menu choice; (2) physical activity; and (3) information. The philosophy was further reinforced in 2005 through the 'it's what I eat and what I do I'm lovin' it' campaign. The basic objective of McDonald's initiative was to promote the health and well-being of its guests worldwide. Many felt that it was yet another significant corporate social responsibility initiative undertaken by McDonald's, after it introduced stringent ethical practices in its supply chain, and worked seamlessly towards the conservation of sustainable forests. Apart from these initiatives, McDonald's has also been found to be an active participant in various charitable activities across the globe, through the Ronald McDonald House Charities.