Plus size images are causing controversy again this month, but not in a positive way. The state of Georgia in partnership with Strong4Life has launched an ad campaign ‘Stop Sugarcoating it’, which appears on both TV and in print to raise awareness of childhood obesity. However, their scare tactics is causing concern amongst both parents and health officials as the ads are targeting obese children and parents, blaming the victim rather than promoting a healthy lifestyle.
The TV campaign ‘Stop Sugarcoating it’ uses words like “Being fat takes the fun out of being a kid” and “Mom, why I am I fat?” followed by a shot of the overweight mother. The state of Georgia has the second highest rate of childhood obesity in America with an estimated 1 million children who are considered overweight. But Dr. Miriam Labbok believes that “Blaming the victim rarely helps. These children know they are fat and that they are ostracized already.” However, Linda Matzigkeit, senior vice president of Children’s Healthcare of Atlanta believes the new health campaign needed to be shocking in order to bring home the message, especially as 75 percent of parents with obese children did not think their child was overweight: “We needed something that was more arresting and in your face than some of the flowery campaigns out there.” Campaigners against the series of TV ads and posters believe the campaign is just stigmatising the children rather than addressing the problem and offering a solution. “There is no mention about what a parent can do other than to say ‘stop sugarcoating the problem,’” said Dr. Lori Feldman-Winter, a professor of pediatrics.
Stop Sugarcoating It
What do you think of the ‘Stop Sugarcoating it’ campaign? Watch one of the videos and let us know what you think: Video Link Taking the Fun Out of Being a Kid. Do you think scare tactics will work in raising the health issues surrounding childhood obesity or do you think that a more helpful and informative process is required?
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