In It For Health

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Archive for May 6th, 2011

Child-Obesity ads gone wild

Posted by Dr. Susan on May 6, 2011

There is a furor about Georgia’s child-obesity campaign which portrays overweight kids, with seriously depressed facial expressions, talking about how bleak their present life is and how bad their future will be, unless they lose weight.

Now, I’m all for shock-value if it gets the job done, but this ad is a problem. To begin, it give ammunition to other kids who bully, or are considering bullying an overweight child. From a kid’s perspective: “If you’re talking about all the negatives that you experience, then why can’t I?” It’s not a taboo subject anymore.

Next, the parents and educators who are not already working on helping overweight children won’t really be impacted by this–they know that this is what the kids look like already–it’s live in front of them! What they really need to see is overweight adults in the ads talking about what it was like to be an overweight kid and still be overweight–and then remind the viewer of the ads to take responsibility for helping the kids.

Using vulnerable kids–those in the ads and the those who will inadvertently become associated with the ads–creates an unfair playing field. The adults need to take responsibility for the problem and of course, the solution.

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