Yes, it's true, we're not as active as our ancestors. Yes, we all lead far more sedentary lives than centuries, or even decades ago. And yes, it's important to make mindful nutritional choices. But why in the age of genetics, are obese individuals still shamed about their appearance? Is the question really that the general public hasn't fully embraced the "Health at Every Size Movement."
Scientific research has shown that weight and body type are genotype-specific. This means that your weight range is tied to your genetic template - and it's very difficult to change. Still, many people think that those who are overweight and obese are just lazy, thoughtless and lack willpower. A recent study even noted that medical professionals viewed overweight patients as “awkward, unattractive, ugly, and unlikely to comply with treatment.”
Back in 2007 the Brazilian yogurt company Marilia tried a "shame campaign" to sell their product. Many, myself included, actually found the photos of the plus size women lovely, not unappealing like the advert suggested. It was still a thoughtless and stigmatizing campaign.
This current advert is less playful and more hostile. A gun target image of a fat man and woman. "Goodbye Fat" is the tagline.
What do you think?
Daníelsdóttir, S., O’Brien, K., & Ciao, A. (2010). Anti-Fat Prejudice Reduction: A Review of Published Studies Obesity Facts, 3 (1), 47-58 DOI: 10.1159/000277067