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9 Worst Obesity Prevention Ads of 2012

As a consumer, you are subjected to around 5,000 advertisements every day, according to the New York Times. Without ads, businesses and organizations would have no way to promote their products, services, and ideas. With that much noise, ads continue to reach a point where they’ll cross any boundary just to be seen, heard, and stand out, and we see that especially where ads for obesity prevention and weight management are concerned.

We compiled the worst obesity prevention ads of 2012. Taking a look at the ads, we asked ourselves, why would these messages ever come to market? And, what would make companies want to advertise their ideas or products in such tasteless, thoughtless ways? The state of Georgia and Active Life Movement are two ads we’ll feature that really missed the mark. However, there is one ad that took the number one spot as the best obesity prevention ad, and that belongs to Nike.

The Worst Obesity Prevention Ads of 2012

The “Stop Child Obesity” ads in Georgia may have done one thing the organization wanted it to, and that was get attention. However, the attention was more backlash than action. The series of ads and billboards were targeted toward parents, but they made the mistake of putting photos of children on the billboards along with messages calling children out and making them feel ashamed for being overweight, also known as fat shaming. With tag lines like “Being fat takes the fun out of being a kid,” the ads created no value for the consumer and the message was read as if you are overweight then you should be ashamed of your weight. Although the ads were never intended to hurt or offend people, it did in such a way that the boards were removed.

Another obesity prevention ad gone wrong featured a Barbie- and superhero-like dolls in an Active Life Movement campaign. The ad features an overweight Barbie-inspired doll sitting on her bed with cartons of take-out surrounding her. “Keep Obesity Away from Your Child” is the message, yet no information, education, or solution is prevented to the parental audience. There is nothing positive that comes out of the ad. If an obesity prevention ad intends to be successful there must be a positive, actionable message and there is none in this ad.

CLICK HERE to see the other 9 Worst Obesity Prevention Ads of 2012

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The Best Obesity Prevention Ad of 2012

During the Summer Olympic Games, Nike unveiled an unforgettable and moving commercial featuring Nathan Sorrell. Nike’s Find Your Greatness Jogger was one of the best ads we saw this year, period. Nike’s marketing team deserves a pat on the back for this one. In the beginning of the ad it seems as if the person running is of normal size, but as young Nathan runs closer to the camera you see that he is overweight. More obvious is the determination Nathan has, getting up at the crack of dawn to run.

Nike created a sense of value for audiences because they strongly appeal to the emotions of the viewing audience and there is a relatability in the ad as millions of people struggle with their weight. There is no fat-shaming in the ad; rather than condemn those who are overweight they show a solution and how even a young man can do something to change his life for the better. He makes all of us want to “Find your greatness.”

Marketing and advertising is a lucrative industry and unfortunately there are ads that fail because there is no value or message created for the intended audience. Most of the obesity prevention ads and campaigns we have come across need to go back to the drawing board.

Also Read:

9 Worst Obesity Prevention Ads of 2012

9-Year-Old Girl Loses 66 Pounds with “Tough Love”

Fast Food Linked to Scary Childhood Diseases

December 31st, 2012

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janet

wonderful Nike commercial. it actually brought tears to my eyes. Usually thin people have not concept of the damage their negative attitudes create in anyone over weight. I personally am overweight, not because I enjoy it or eat like a glutton. I am overweight because illnesses I have (that have nothing to do with weight btw, congenital and not weight related) make it ridiculously hard for me to lose weight. I lost 60lbs in the past year by eating a healthy diet but since I can not exercise due to the illnesses( the amounts needed to lose weight) am stuck there which is still overweight. I haven't given up but because I am overweight does not make me lazy, stupid, a glutton, have a lack of self control or any of the other "accepted stereotypes" put out there about overweight people. BRAVO to Nike, a fitness company that evidently actually understands not everyone looks like or can be a pro athlete. And shame on the other ads that just make heartless fun of overweight people. BOOOOOOOO for them. Such an attitude wouldn't be tolerated toward any other class of people like it is tolerated and even promoted for anyone considered to be overweight.

posted Apr 18th, 2013 3:04 pm



   
 

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