Obesity ads serve as wakeup call

By Doug Hertz

What is the most obese industrialized nation in the world? The answer is the United States. Of all the states, where do Georgia’s children rank? That answer is 49th. We are facing a medical crisis and facts show it is only getting worse. This is completely unacceptable.

What we have today is an epidemic that has grown to impact nearly 40 percent of our state’s children — approximately 1 million kids. The worst part is everyone has been ignoring the issue and thus, ignoring the very kids who need us the most. It is not about a child’s weight; it is about increased risk of illnesses once seen only in adults. These include hypertension, Type 2 diabetes, heart disease and liver problems, to name a few. We see this on the front lines at Children’s Healthcare of Atlanta every single day.

Children’s mission is to improve the health of Georgia’s children and this is why we created the Strong4Life movement. The goal of our very direct ad campaign is to increase awareness of this medical crisis. Our research and experience as the largest pediatric health care organization in the country have proven that behavioral change will not occur until families are ready for it. A community that does not recognize the issue cannot be expected to address it. A community unwilling to change will not adopt the new lifestyle that tackling obesity requires.

The ad campaign is raising the needed awareness and prompting a new discussion. Our tracking research shows more than 80 percent of Atlantans who have seen the ads agree with the approach. Eleven percent do not like the ads and we understand their reservations. But discomfort can lead to change.

Critics claim the ad messages were not carefully considered. The truth is the campaign is based on in-depth research, including focus groups with parents and caregivers of children who are overweight or obese.

The status quo, obviously, was not working. We decided that these ads were necessary to get Georgia talking about how to make childhood obesity a priority. They have accomplished that goal.

The awareness campaign is only the first step of the Strong4Life movement. Children’s will follow this initial phase with additional education and information. We will partner with other organizations that have proven programs. But most of all, we will no longer ignore this crisis.

Now, we as a community must begin the hard work of making changes that help Georgia’s children. Parents, grandparents, educators, physicians, legislators — just about anyone, really — can have an impact on the life of a child.

We must no longer be
apologists or enablers. We must be advocates for the solution. Join us in making our kids healthier children today and healthier adults in the future.

Doug Hertz is chairman of the board of trustees of Children’s Healthcare of Atlanta.