'Stop Sugarcoating' Child Obesity Ads Draw Controversy

PHOTO: Childrens Healthcare of Atlantas Strong4Life campaign features a series of TV and print ads with statements made by overweight children.
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"Being fat takes the fun out of being a kid," read graphics of a TV ad in which a young girl tells of how she doesn't like going to school because she's bullied over her weight.

It is part of a video and print campaign to combat childhood obesity in Georgia, which has one of the highest childhood obesity rates in the nation.

But could the ads end up stigmatizing overweight kids instead of solving the problem?

"Blaming the victim rarely helps," said Dr. Miriam Labbok, director of the Carolina Global Breastfeeding Institute at the University of North Carolina at Chapel Hill. "These children know they are fat and that they are ostracized already."

Some public health experts fear Children's Healthcare of Atlanta's Strong4Life campaign is too blunt to cultivate action. Still, the group is standing by its decision to feature the ads to raise awareness about childhood obesity.

"We needed something that was more arresting and in your face than some of the flowery campaigns out there," said Linda Matzigkeit, senior vice president of Children's Healthcare of Atlanta.

An estimated 1 million children in Georgia are considered overweight, ranking the state second in the nation for childhood obesity.

Children's Healthcare of Atlanta chose the straightforward approach after its survey of two towns in Georgia found that 50 percent of parents did not know childhood obesity was a problem and 75 percent of parents with obese children did not think their child was overweight.

"If we do not wake up, this will be disastrous for our state," said Matzigkeit.

She said the health system often sees children come in with adult health issues like heart disease and joint pain that can be attributed to their weight.

"We are hearing parents say that it's time we do something about it," she said.

Sedentary lifestyles and the availability of processed foods over fresh foods are contributing to weight issues in children. In Georgia, cutbacks on school nutrition programs, physical education classes and recess could also be contributing factors, Matzigkeit said.

But certain variations of the ad may not be doing much to fix the problem, some experts argued. They pointed to one print ad, in particular, that says, "It's hard to be a little girl if you're not."

"While guilt and fear are motivators, they have to be meted out with the answer to the situation," Labbok said. "The ads with the children do not offer help to them."

According to health communication experts, successful public health campaigns offer a clear call to action. Labbok says the Georgia ads address the problem, but don't give viewers a clear solution.

More physical activity, breastfeeding, consuming fresh foods, limiting television viewing and decreasing consumption of sugar beverages are all actions that could potentially turn the tide on childhood obesity, according to the U.S. Centers for Disease Control and Prevention.

"There is no mention about what a parent can do other than to say 'stop sugarcoating the problem,'" said Dr. Lori Feldman-Winter, professor of pediatrics at the Robert Wood Johnson Medical School.

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