The Skinny on Georgia’s New Childhood Obesity Campaign
But are they going about it the right way?
The staunch ads have drawn fire from critics saying that the ads only further ostracise overweight and obese children. Parents and health experts worry that such ads will only increase the low self-esteem and bullying, common to these children. Others just find the ads to be upsetting, overly-harsh, and lacking any positive message to inspire action.
But Georgia is making no apologies. Said Linda Matzigkeit, a senior vice president at Children’s Healthcare of Atlanta, to the Atlanta Journal Constitution, “We felt like we needed a very arresting, abrupt campaign that said: “Hey, Georgia! Wake up. This is a problem.””
In fact, Georgia is the second “fattest state” in the country, behind Mississippi and an estimated 1 million children in the state are considered overweight.
Who is at the heart of the problem, according to those leading the campaign? Their parents.
According to a study conducted within the state, 50 percent of parents did not know childhood obesity was a problem and 75 percent of parents did not identify their obese child as even being overweight. Accordingly, the campaign is intended not to blame the children, but to get their parents’ attention. Even if it means making them uncomfortable.
So what do you think of the new campaign? Spot-on or off target? Helpful or hurtful?
Check out the ads here.