I know I’m not supposed to like this ad.
I’m not supposed to like it for a many reasons. Google “Georgia Childhood Obesity Ad Campaign” and you’ll be able to click for an hour through articles and posts that will explain that this ad exploits children. Potentially sets overweight kids up for more ridicule or even bullying from peers who see these billboards every day. And lots and lots of talk about how this campaign covers these children in shame.
I agree that shame is no motivator.
But the biggest reason why I don’t like this ad campaign? Is because it just isn’t a very good ad campaign.
This is part of some greater effort called “Stop Sugarcoating it, Georgia” designed to shock parents into realizing that childhood obesity is indeed a problem (there is some statistic they are using about the enormous percentage of parents who just don’t realize this fact). Okay. I can get behind a lack of sugarcoating. I mean, not only am I a frequent user of words like ‘fat’ and ‘diet’, I call myself MrsFatass for frick’s sake. But SHOCK is only half of the equation; there also has to have VALUE to be meaningful. And I don’t see the value in this. This campaign has alienated its target. And in making the point, put children in the crossfire.
Kids are never acceptable collateral damage. And if even one child looks at that billboard and is made to feel ashamed of themselves, even if one child references those images while teasing another, well, I think that’s too much. Don’t you?
And really, this issue doesn’t really belong to the kids, it belongs to the people feeding them. So, ask yourself if this campagin reaches those people. If a person said something to me about the size of my kid while we were standing in a buffet line (to loosely reference one of the messages), learning about better nutritional options wouldn’t be what I’d be wondering about – I’d be trying to decide whether to punch you in the nose or punch you in the junk. I mean, right? Insults are conversation ENDERS not conversation STARTERS.
So where’s the value in hurling an insult at a demographic you say you want to engage?
I find this campaign to be devoid of any compassion, and one thing I know for a fact is that obesity – be it in children or adults – is an emotionally charged issue that demands it. The organization that created these pieces has stated that this is the first phase of a multi-layered rollout. And basically, the compassion comes in later phases. But they already lost me. And I know I’m not the only one.
If this speaks to you at all, then go read this post and click through the links. And should you be moved to act, let your opinion be heard. Take to your Twitter and your Facebook and let the creators know what you think. And join us Friday night for a Twitter chat from 9-10 PM EST using the hashtag #ashamed.
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