A new ad campaign by an organization called the Active Life Movement is relying on the paragons of impossible beauty to teach kids about the perils of obesity. Since toys like Barbie really encourage healthy body images and lifestylesÂ….
The goal of the Active Life Movement is laudableÂ—to encourage kids to be active and healthyÂ—but this ad campaign is certainly not serving that goal. As Jezebel points out, toys like Barbie and Superman hardly have body types that kids should be striving for. (Check out the superhero version of the ad here.)
And the adsÂ’ tag lineÂ—Â“Keep obesity away from your childÂ”Â—is unnecessarily harsh, making it sound as if being overweight is a contagious disease. Being healthy does not necessarily mean being thin, just as being thin does not necessarily mean being healthy. I would hope that the epidemic of eating disorders among increasingly young kids has taught us that by now.
This ad is the visual equivalent of shouting at kids, Â“DonÂ’t be fat! Be beautiful! Or else everyone will hate you!Â” Active Life Movement, I suggest sending your creative directors back to the drawing board.