SchillingWatch: Good Intentions, Bad Idea?

Never let it be said that the Schillings, Curt and Shonda, don't make an effort to leave a mark on the community. Shonda asked a question during last year's gubernatorial debate, and talk-show hosts were a-twitter over the notion of Curt running for Senate.

But their latest efforts to expand beyond baseball has left a bad taste in the mouths of doctors.

Shonda Schilling dealt with skin cancer, so the family is heavily involved in promoting awareness of the disease. They launched the SHADE foundation, and their latest project is SPF, or "Sun Protection Flicks," which is designed to lure kids out of the sun and into movie theaters.

That sounds all well and good - but kids will be sold 44-ounce collectors' cups of soda. And then there are the temptations of popcorn and Junior Mints. Even though the kids will be sun-safe, they'll be tempted to stuff their faces.

Jim Braude on NESN tore up the Schilling's plan to keep kids out of the sun, and he suggested that their idea got this far because Curt has a blind spot when it comes to his own considerable girth.

Of course, Shonda Schilling is firing back because, if the purpose is to keep kids out of the sun, then "SPF" will do the trick: "I didn't think that I was saying to anybody, 'You have to drink this soda. Don't exercise.' I was saying, 'Take a break at noon, and here is a way that you can do it.'"

Sun Protection Flicks logo from the official SHADE site.