Addressing Obesity: Blunt, Objective, or Evasive?

It feels like we’re threading a needle anytime we’re addressing obesity. BBC asks, “Is it wrong to be blunt about obesity?” And the short answer is, probably so. That’s because blunt usually means rude. And rude means you’re adding to the problem.

But the answer is not to avoid the subject. The answer is to find ways to be objective, truthful, and helpful. And that can be tricky.

An Object Lesson: Cancer Research UK

Cancer Research UK launched a public awareness campaign about the link between obesity and many forms of cancer. Many people have no idea that cancer is a complication of untreated obesity. So it makes sense that broader awareness might be a good thing. They gave it a try.

But the pushback was swift – and not too delicate. Danish comedian Sofie Hagen wrote:

Right, is anyone currently working on getting this piece of s— Cancer Research UK advert removed from everywhere? Is there something I can sign? How the f—ing f— is this okay?

The charity seemed honestly blindsided in its lame self-defense. “This is not about fat shaming. It is based on scientific evidence,” said Professor Linda Bault for the organization.

What’s the Real Problem Here?

Is it a problem to dispense purely objective information? In our view, no.

But the messaging above mixes scientific fact with some false assumptions. The fact is that cancer is an unrecognized complication of untreated obesity. But the imagery – french fries in a cigarette box – promotes weight bias. The implicit, false assumption is that french fries are the root cause of obesity. The copy says it’s “preventable.” Easy peasy. Cut the fries. Obesity will be gone.

Unfortunately, it’s not that simple. Obesity is not so easily “preventable.” Nearly a third of the UK population already has it. The number in the U.S. is closer to 40%. Everybody’s been talking about preventing obesity for decades, but nobody has succeeded. It’s not as simple as no more fries and the problem goes away. If only.

Obesity is the product of complex adaptive systems that promote it in susceptible individuals. For someone whose physiology makes them resistant or immune, the message that it’s preventable is somewhat affirming. It suggests they’ve done their duty and won the rewards of “clean living.” But it’s not true. And it’s a subtle assault on people who are living with the disease.

Too Much Problem, Not Enough Solution

The problem with this kind of sensational messaging about obesity as a “preventable” problem is that it offers nothing in the way of real solutions. Awareness of obesity and excess weight is hardly a problem. People with obesity get reminders every day. The gap lies with solutions.

This is a complex chronic disease. Good obesity care can reduce the health impact, but cures are rare. So the energy behind these awareness programs should go toward making care more accessible. And before folks start claiming that obesity is “preventable” they need to come up with prevention that actually works.

Click here for more from the BBC and here for more on the problem with obesity awareness campaigns.

Threading the Needle, photograph © Markus Grossalber / flickr

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March 14, 2018