Children’s Healthcare of Atlanta’s Strong4Life campaign features obese children uncomfortable with their weight. The ads feature obses children with headlines such as “WARNING: It’s hard to be a little girl when you’re not.”
At first glance, these ads are shocking, and I wonder if they can actually work. What would the ads do to a child’s self esteem? According to an NPR article, critics warns that children who felt uncomfortable with their weight are less likely to engage in social activities with their peers, like playing outside.
But the point of these ads aren’t to scare kids, but rather their parents. In the TV spot, a child asks “Mom, why am I fat?”
The scare tactics reinforce a sense of alarm among viewers, which I think could be effective. The state of Georgia did their research and found that 75% of parents deny that their kids have a problem. Do you respond to scare tactics in ad campaigns?
The growing amount of criticism surrounding the ads could cause serious problems for the campaign. Most parents genuinely care about their children, and I hope they care enough to curb poor diet habits as well.