Strong4Life is a non-profit organization created in Atlanta to address the childhood obesity epidemic that has shown no sign of slowing in the state of Georgia. About 40% of Georgia’s children are overweight, yet the majority of Georgians don’t consider childhood obesity a problem. Children’s Healthcare of Atlanta designed an ad campaign to gain people’s attention and create a sense of urgency for this neglected medical crisis. The campaign was specifically intended to get parents and caregivers out of denial as 75% of parents of obese children don’t think they have a problem on their hands.
The anti-obesity ad campaign features overweight children with messages such as “Being fat takes the fun out of being a kid,” and “It’s hard to be a little girl if you’re not.” The children in the ads were made aware of the ad’s intent and of the potential backlash that could result. Maya Watson, one of the 13 year old subjects, wanted to send a good message to others out there like her, showing them they are not alone. Feedback from her peers has been positive and since the launch she has gotten help from the hospital where she has learned what small healthy changes she can make to her daily routine in order to live a healthier lifestyle.
However, not everyone believes these ads are beneficial. They have indeed gotten people talking but many do not agree with the angle that was taken. Many believe these ads are too negative and don’t help the problem as no solution is proposed. Mommy bloggers in particular are coming out to petition and put an end to the advertisements. They believe these ads cause shame, which will put a child down, not motivate them to make positive changes.
What do you think?