Fat grab misses out on tick of approval

The ad campaign runs contrary to the NEDC’s research findings, fostering negative body image and increasing risk of obesity - the very ‘condition’ The Heart Foundation claim to want to reduce. If The Heart Foundation truly collaborated with eating disorder experts, rather than taking a ‘tick-a-box’ approach and doing what they wanted to do anyway, why aren’t those eating disorder experts defending the foundation’s campaign? Who are they and why have they remained silent?

Another resource provided to The Heart Foundation states: “fear-based messages could inadvertently encourage weight and shape concerns, a simplistic view of weight and health, and weight stigma.” The same resource goes on to state: “the mass media sometimes perpetuate … prejudice, for example, by presenting obese people in a biased, stereotyped manner.”

Contrary to popular belief, research shows those who internalize stigmatization show a reluctance to exercise in public. I have had fat patients who have been verbally or physically abused while in public, because they are fat. People don't go where they don't feel welcome.

NEDC findings also state: “Comorbidity studies suggest … overweight and obese individuals are at higher risk of disordered eating and eating disorders than the general population .” What caution has been taken to minimize this risk? How will success be measured – will it only be contingent on the size of one's waistline, or will disordered eating patterns be taken into account when reporting outcomes?

The claims that if your gut is grabbable on the outside, there’s toxic fat on the inside, is both untested and not based on evidence. It is very different to a campaign stating “every cigarette is doing you damage.” The public has been taught that social institutions like The Heart Foundation are trustworthy, but this is not the first time the foundation has found itself embroiled in controversy.

Fitness has been shown to be a better predictor of health than size. Healthy behaviours have been shown to mitigate many of the diseases typically associated with obesity. It’s time The Heart Foundation cancel its harmful campaign.