Anti-Obesity Campaigns Can Backfire, Cause More Shame

Target audience can feel stigmatized

Anti-obesity campaigns can backfire, according to a new report written by researchers. Currently, 78 million of this nation's adults and 12.5 million of its children are classified as obese, but experts say campaign messages that label them poor role models or a drag on the economy only make them feel more depressed, defeated and ashamed. The methods can ultimately sink efforts to help them improve their health."When children or adults are made to feel stigmatized, shamed or teased about their weight, they're likely to engage in binge eating and unhealthy weight-control practices, and to avoid physical activity," said research director Rebecca Puhl. In Georgia, a series of ads reads that "fat kids become fat adults." An Australian anti-obesity campaign warns "the more you gain, the more you have to lose." Puhl believes the more effective messages are ones that suggest specific steps that would improve health, conveyed a sense of empowerment and left references to obesity unspoken. (LA Times)

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