Georgia's Controversial Ads Stirring Up Obesity Debate

The only way to get a consumer's attention is to (figuratively, of course) grab them by the shoulders and give them a shake. That seems to be the reasoning behind Children's Healthcare of Atlanta's latest ad campaign, as the group is taking an in-your-face approach in its efforts to combat childhood obesity.

In a state where the rate of overweight or obese children is at 40 percent, the integrated marketing campaign involves a series of video and print advertisements that target the parents of obese kids.

As WHAM reports, one of the TV spots centers on an overweight girl being victimized by bullies and carries the message "Being fat takes the fun out of being a kid." Some critics say the spirit of the campaign is necessary, but that its strategy will do more harm than good.

Mary Lou Popolizio, a pediatric nurse practitioner at Rochester General Hospital in New York, told the news source that the ads could end up be counterproductive, since they point the finger at parents and don't focus on other causes for obesity, such as a lack of physical activity, overgenerous portions and lack of access to healthy foods in lower-income households.

Popolizio added that some parents are also in denial about their child's weight problem, passing it off as "baby fat."

The Associated Press reports that other critics are saying the ads use shame tactics that are misguided.

"This campaign is an example of what NOT to do. We need to fight obesity, not obese individuals," Yale University's Rebecca Puhl told the AP.

Yet Children's Healthcare of Atlanta is standing behind its campaign, saying it is a necessary issue that needs to be addressed immediately.

"This is a medical crisis and we can't continue to stand by and let this happen to our state and our country," said Linda Matzigkeit, of Children's Healthcare of Atlanta, as quoted by KXLY.