Obesity Ad

Mackenzie Penrose

      
        Obese. Fat. Big-boned. Thick. These phrases are all hurtful and considered taboo to say.  However, one out of eight deaths in Americans are caused by obesity or being overweight.  In Georgia about 40% of kids are obese and 50% of people living in Georgia do not think obesity is a problem.  Recently there has been a new campaign promoted by Children's Healthcare of Atlanta, to bring awareness the the cause, and demonstrate the problem of this growing epidemic.  They were trying to prove a point and get the message across, that this it is the parents fault just as much as a child's, because they are feeding the problem, literally.
        The ads they created feature real kids struggling with obesity.  Although, they are certainly harsh and say things like "Being fat takes the fun out of being a kid," and "It hurts to admit he is fat, but it hurts more to ignore it."  Creators of these campaigns knew that they were direct, but sugar-coated ads have got them nowhere in the past, so they needed a new tactic.  They believed that regardless of peoples personal feelings towards the ads, it sparked attention which was their goal to begin with.  Parents think it is cruel and promoting bullying, but they should realize that it is better to know the truth than to deny it until it is to late.  The controversy caused most of the billboards and ads to be taken down, however the message behind it all was not lost.  In order to stop an epidemic, people need to be informed of the severity of the cause, and that it is preventable.
In order for most campaigns to be affective, I believe there has to be some sort of controversy for them to get noticed.  Children's Healthcare of Atlanta knew that people would deem their ads to harsh, but they also knew that, by being questionable it could create buzz around obesity.  In the fashion world this is done all the time, like in the PETA campaigns for "I would rather go naked then wear fur." As outlandish as that is, it certainly sparks peoples interest.  So, was the Children's Healthcare of Atlanta crossing a line, the choice is up to you?


http://www.cnn.com/2012/02/07/health/atlanta-child-obesity-ads/index.html

http://www.surgeongeneral.gov/news/testimony/obesity07162003.html