The question isn’t have you seen the latest childhood obesity ads from Strong4Life, but do you have an opinion to add to all of those floating around?
While there seems to be a general consensus in the dialogue about this controversial campaign, that these ads have missed the mark in being particularly effective from a behavior change standpoint, these ads have also come under fire for further stigmatizing children who are struggling with obesity or are overweight. This is where I disagree—or at least where I become confused.
How do these ads further stigmatize children who are obese or overweight? These ads highlight the unfortunate plight of these children who state that they don’t like to go to school because they get picked on, or that they prefer solitary play (e.g. video games) because of the teasing of other children in other settings—or the clearly disturbed question of a young boy who asks his mother: “Mom, why am I fat?”. I’m not clear how these dramatizations are pointing fingers at these children or how they further add to the stigma associated with overweight or obesity. In fact, these ads very powerfully use the stigma these children are already facing to call attention to the issue. Perhaps that is the greatest strength of these ads—they startle us, and make us face an issue through the eyes of the children that are affected. They cut through the clutter and compel.
Where they admittedly fall short is utilizing that attention they’ve garnered to deliver a strong call to action around what can be done to help prevent overweight and obesity. A truly missed opportunity.