This campaign is shameful. It disregards the true reasons behind the obesity problem, opting for shock value wrapped in clumsy copywriting and bad art direction. The press to hype the shit demonstrates the creators’ ignorance:
The ads, which appear on the campaign’s website, strong4life.com, are modeled after blunt — but effective — campaigns attacking methamphetamine use and smoking.
Um, blunt tactics playing off fear and embarrassment have never been effective with anti-smoking advertising. Modeling PSA-style work after other PSA-style work is simply hackneyed. Overweight youth likely have enough problems with ridicule and bullying from classmates. Imagine the troubles the depicted kids will receive for literally being the poster children for obesity.
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