"Beat Obesity with a Stick" -- Are you cool with this ad?

by Martha Edwards (Subscribe to Martha Edwards's posts)
Oct 14th 2008 1:00PM

Categories: Diet & Weight Loss, Celebs & Entertainment

In the San Francisco Bay Area, residents are being treated to a billboard-sized healthy message: "Beat Obesity with a Stick," says the ad, atop a background of celery sticks. Sponsored by Kaiser Permanente, the mega-corp and HMO to many, it's raising more than a few eyebrows.

7 reasons we eat -- hunger not included(click thumbnails to view gallery)

Sure, we can all accept that obesity is an issue of critical importance -- the health of a nation is at stake here, after all. But the ad gives off a very distinct impression: That obese people don't eat celery, and that a few sticks can solve the problem.

What do you think of this ad? It's clever, yes, but does it cross the line?

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Comments (218)

Reader Comments (Page 1 of 11)

Dan 10-14-2008 @ 4:21PM

Ya, perfect. It makes a point that people should eat healthy and it supports our hard working celery growers.

ekcollins81 10-14-2008 @ 1:33PM

This ad is being blown way out of proportion. All I see is an ad suggesting we all need to make healthier choices regarding what we put into our bodies. Obesity is an epidemic in this nation and it isn't just happening for no reason. People are not making wise lifestyle choices and maybe this will be a reminder before that next trip to McDonald's.

Brad 10-15-2008 @ 6:26AM

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mark dugo 10-15-2008 @ 8:58AM

Why don't we all admit obese people are offended because they are too lazy to want to change. Obese and fat are two different issues. I average 10 -15 pounds overweight, travel weekly, and am constantly watching what I eat to avoid getting even heavier. Could I exercise? Yes. I seem to avoid it as I don't enjoy it--but I do enjoy eating and limit what and how much as eating in all different time zones and through all cultures sure makes it hard to stay as thin as I'd like. Hey obese people, try at least. You make us sick.

StrayCat 10-15-2008 @ 10:00AM

Sure some people's problems could be solved by eating better and more exercise, but some people's can't and how do you think it makes them feel to see this ad? Obesity is sometimes genetic, what do you mean, "at least try"?. Try for what, Mr. perfect person, try to have different parents? To me it just comes down to other people judging others unfairly. You don't know their lives or what they've been through. Perhaps being obese is the LEAST of their worries. It is no different than someone judging someone on race. Don't you all remember what you learned in kindergarten (those of you that went)? It's what's inside that counts.

AG 10-15-2008 @ 10:14AM

It seems that often overweight people rely on defensiveness to avoid taking responsibility for their choices. I like the post below that says she likes to eat and carries around the extra weight that shows that choice-- good for you! Im tired of hearing excuses, usually mumbled between bites of something fattening. If you want to eat, then eat, but take responsibility for it and the effect it has on your body and health. fighting obesity is not about aesthetics-- its a dangerous, life-threatening condition. People who want obese folks to lose weight are not judging them or disgusted with them, we are just concerned for all the health problems that come along with that lifestyle, and many of us are concerned for the KIDS that look like smaller, but porportionally identical, versions of their parents. Obesity is dangerous; its not always a vanity problem for people who advocate against it.

StrayCat 10-15-2008 @ 10:48AM

to ag......." People who want obese folks to lose weight are not judging them or disgusted with them," Really?
They're not? Did you read the other posts in this blog? At all? I think once you read them over you will become as disgusted as I am at people who feel they are better than those who are obese. That's what disgusts me. Shallow people. What if the ad had said, "Beat AIDS with a condom"? as if to suggest that unprotected sex was the ONLY way you get AIDS? Obviously it isn't the only way to get it, and those who had it from a blood transfusion would be outraged. It's a blanket statement ad. And some people don't like to be stereotyped. Can't blame them for that, can you?

NottheGene 10-15-2008 @ 11:57AM

It's not genetic. Thats the victim mentality we love in the USA. "Its not my fault!". Its also insulting to the rest of the world that doesn't have an obesity epidemic, yet share the same gene pool. The people who can profit from it, are trying to make obesity a treatable condition. They want you to believe YOU have no control..only their Rx are the answer.

Melody Craven 10-15-2008 @ 1:13PM

Well said! It seems as though people look for things to feel attacked by. I struggle with my weight on a daily basis and I am overweight. I saw this as an ad to remind me that I can beat it if I make healthier choices. I genuinely believe that is all the ad is trying to say.

Dave 10-15-2008 @ 3:05PM

Fat people are fat...they know it and we can see it. Lose weight fatties, you are costing me money. The only celery that fatties eat is the celery on the side of wings...loaded with blue cheese. Hey fatties, stop complaining and lose weight....get running.

sara 10-14-2008 @ 1:38PM

And all other advertising out there doesn't carry a mixed message? A quick survey of popular diet advertising tells me all I have to do is "eat more. eat less. drink water. exercise more. exercise less. take fish oil. eat cheese. go veggie. eat protein......"

You get the picture.

Sharon 10-14-2008 @ 1:48PM

It's catchy and it's a good reminder. Sure, that's not the whole problem but it is a big problem and a good start.

... 10-14-2008 @ 2:37PM

LOL! That's the weirdos in the Bay Area for you. I'd know; I'm one of them. That irreverent sense of clever humor is very common here, as well as taking some things way too seriously. Besides, the ad did its job admirably. The size acceptance folks making a fuss means that the ad received a bunch of free press and convinced a lot of people to talk about the issue. That's the way advertising works; the person who came up with the idea for the ad deserves a raise.

That said, I do have problems with Kaiser Permanente's definitions and procedures. They keep telling my boyfriend that he's overweight (due to reliance on BMI over common sense) even though he's just very muscular. He pumps iron for two hours a day, and the resulting massive muscle tissues push his BMI to right around 24-25. He has very little fat, but he has a poor image of his body because the Kaiser folks keep telling him he's overweight. His blood test numbers are healthy.

j 10-15-2008 @ 12:24PM

muscle would not cause a BMI number to increase if done by other means than a computer system. if he is as muscular as you say then his BMI would be in the teens. if he goes to a doctor, or even a gym that offers trainers, they can provide other BMI test to prove the difference and he can turn that into the company.

... 10-15-2008 @ 3:27PM

Unfortunately, I can't seem to reply to a reply to a reply. However, in response to j's comment, BMI is a term for a formula that only compares weight to height and does not take into account actual "body fat percentage" at all. I have already looked for at-home ways to measure body fat percentage, and using the procedures that I've found on the web, estimates seem to indicate that he's only 13-14% fat. (Only estimates exist. There is no accurate way to get exact body fat percentage without incinerating the person.)

Kaiser Permanente is a health maintenance organization that has doctors, nurses, medical facilities, etc. So, my partner's doctor IS from Kaiser Permanente, and his doctor is just as guilty of telling him that he's fat. My own doctor is also guilty of relying on BMI, telling me whether I'm overweight or not based on looking up my height and weight on a BMI chart. My doctor's office is small enough that I don't think they even have a tape measure or calipers there. Doctors are exactly the ones who are most guilty of relying too heavily on BMI and not supplementing it the number with potentially more accurate estimates of body fat percentage.

My partner uses the company gym, and I'm not sure they are equipped to do more accurate body fat percentage estimates either.

jPad 10-14-2008 @ 4:02PM

I think the ad should go up. What I don't understand is why aren't more people concerned with obese-friendly organizations that promote unhealthy lifestyles which raise risk factors and increase medical costs that ultimately are spread across to the healthier risk groups?

GB 10-14-2008 @ 3:26PM

I think the ad is fine. I feel exactly as Sharon (Comment #3).

ashley 10-14-2008 @ 6:18PM

Is this really offending people? This doesnt say that obese people dont eat celery. Why are diet commercials not offensive? People need to lighten up

mnc 10-16-2008 @ 12:01PM

I agree with Ashley, If one is offended then they obviously have a reason to be. America needs to lighten up and quit being so politically correct.

pam 10-15-2008 @ 6:17AM

the ad is fine. according to my bmi, i am obese. and guess what...if i ate better, i would be slimmer. thats no secret. so i dont really know who is getting offended by this...a celery stick or two is going to be healthier than those cookies. and severe obesity is a major problem, not just for the health of the person, but for the rest of us paying for extra healthcare. am i wrong?