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Fatv
1.
2. By 2050 60% of adult men, 50% of adult women and about 25% of
children under 16 will be obese yet the issue has become wallpaper
We aim to demonstrate how brands and communication can be part
of the solution, rather than part of the problem
3. 6 experts
Amelia Lake,
Nutritionist at
Sheffield University,
Peter Rogers, Professor at
Bristol university Susannah
Jowett, author of ‘Fat, So?’Jo
Morely, creator of website
ukbigpeople.co.uk , Chog
Burley, architect, Tim
Towshend, Professor
of town Planning
at Sheffield
university
4. This is a place where everything seems okay on the
surface, but when you look a little deeper, things
start getting weird…
9. We are so sensitised to the issue that we overestimate the problem by 13.3%
10. Obese Morbidly obese
Shockingly, ¼ of us can’t even recognise a morbidly obese person as being obese
11.
12. 60% of obese people don‟t know that they are obese
13. 82% say the word ‘obesity’ makes them feel
negative
Creates a barrier between those affected
and the medical profession
“if you sat there and told me I was obese I’d
probably punch you in the face” Obese woman
in South London
14.
15. We don’t know what the problem looks like
We don’t even know if we are part of the problem
We don’t have a language to talk about the issue
16. “I don’t want a fat mother!”
reported by obese mother about her son
17. 30% believe fat people 41% of people of normal
are lazy (37% amongst BMI think the obese should
those with normal BMI) pay more for air fares
63% believe that 70% believe that being fat
‘obesity is a form of is your own fault
child abuse’
18.
19. Cheese comes in the form of string
Apple pies cost less than apples
Yoghurts have more ingredients than toothpaste
20. 90% think eating in-between meals in common
85% think after dinner snacking is common
80% think it is common to eat wherever you want to eat
67% think it is uncommon for a family to eat at a table
63% of us have no idea what a correct portion size looks like
21. On the one hand, we talk about „balance‟ and „moderation‟ but, on the other,
we resort to extreme ways of characterising our relationship with food
22. 1/3 of all women hide their food in order to keep it for themselves
23.
24. Over a third (37.7%) agreed that they ‘enjoyed watching cookery shows
more than they enjoyed actually cooking’ and amongst obese people
this increases to almost half
“I bought a set of beautiful chefs knives but only ever used them to
pierce the cellophane on a microwave meal”
25. 14% more likely to agree that „deciding what to eat every day is overwhelming‟
1/3 feel better when they are told what to eat, compared to just under 1/5 of
people over 55
60% believe that they “deserve to eat what they want” (twice as many as our
middle-aged respondents)
‘if anyone asks me if I have a dietary requirement, I
always feel like a bit of a moron to say “no” – everyone
has a thing now’ 20 year old
26. We learn to ritualise the wrong things
50% of parents say they treat their children with food when they behave well
27.
28. “Obesity is a natural reaction to an unnatural
environment” Amelia Lake, Nutritionist
29. “I pay a lot of attention to my cravings, I can’t
walk past the fridge and NOT open it”
30. 62% agree that healthy foods are
more costly and harder to find than
unhealthy food (72% amongst Fat
Fatalists)
31. In 2007 saw the Hospitals examination Standard seats at There are now a
introduction of a blazer tables, ambulances and Wembley are 50cm range of roomier
with a 52in chest coffins are all getting compared with 41cm products available for
(versus 36 inches in the bigger and sturdier to in the old stadium purchase designed for
1950s) accommodate morbidly the bigger body
obese people
Source: The Guardian, ‘The world is expanding to keep up with our waistlines’ Patrick Barkham
32. Should seats in public places be made bigger to accommodate a nation
that is getting fatter?
Normal BMI: NO 48%
Obese BMI: NO 17%
75% of Thindamentalists believe that the obese should have to pay more
for their airfares
33. They have responded by creating ‘safe spaces’
...but we must ensure that we don’t create a two-tier society
33
34. How can we signify that obesity is not okay…but that obese
individuals are okay?
35.
36. The top reason for Britain’s obesity problem (chosen by 31%) is “we do not
get enough exercise nowadays”
30% of people say that fat people are lazy
38. We have an array of excuses at the ready....
And whilst we talk about being busy as if we are being extremely physically
active, we don’t realise just how slow the ‘fast’ lane really is… (have you really
been ‘rushed off your feet?’)
39. “The way we’ve developed our towns and cities over the last 50 years has not
been conducive to people leading healthy lifestyles; much more car-borne and a
huge degradation of public spaces”
Tim Townshend, town planner, expert interviewee
40. ‘I dread going to the gym; exercise always feels like exercise’
27 year old male, London
41. i.e. ...to lose weight
Rather than recognising ‘movement’ as an inherently
pleasurable activity that is conducive to a healthy life
45. Compass brands will nudge us in the right direction and be part of the solution
to obesity, not part of the problem
46. 1) In discouraging discrimination against obese individuals
2) In representing fat as a concern for all, not just the obese
3) Encouraging people to make changes to feel good, not just look good
47. 4) In surrounding food with positive and celebratory meaning
5) In making complexity and confusion the enemy
6) In giving food an appropriate role in our lives
48. 7) In creating an environment where healthy choices are easier than
unhealthy choices
8) In designing and communicating with movement in mind
49. 9) In making movement a rewarding, fulfilling aspect of people’s lives
10) In avoiding promoting activity purely for the purposes of losing weight
Editor's Notes
We are a society who worship food; attested by the increase in the number of television shows devoted to the topic of food and cooking. However, despite this increase, time for cooking is a rarity. In our survey over a third (37.7%) agreed that they ‘enjoyed watching cookery shows more than they enjoyed actually cooking’ and amongst obese people this increases to almost half.
This kind of behaviour is deep rooted in way we are taught to appreciate food from childhood. While growing up, we are trained to see the foods we consider unhealthy as a form of reward. Giving children sweets or chocolate rewards good behaviour whereas withholding it punishes bad behaviour. Dieting promises to deprive us of the very thing that we are tied to emotionally from a young age. It carries us into emotional terrain where dieters must ‘battle’ against and ‘contain’ their urges. Food becomes divorced from its social and functional contexts, as it takes on the complex personas of foe and friend. We will never find a way out of Fatville unless we can fundamentally reframe our relationship with food beyond our off and on relationship with dieting.
Oliver Burkeman wrote about ‘utilisation’ behaviour
Obese are particularly vulnerablenowadays its much harder for people to be healthyNorm BMI = 24%OW = 34%Obese = 44%
Not so long ago, movement was a natural part of a well-lived existence. Now we are much more likely to talk about ‘exercise’, rather than the language of play and activity. Exercise has become the strange version of the activity we used to enjoy. We frame exercise as a ‘cure’ to our weight issues, rather than as a way of life that will prevent those issues arising in the first place. This is evidenced by the way we talk about it as something we ‘take’, like medicine, rather than simply ‘do’.With many memberships left unused, it is apparent that we have been promoting the wrong goals – to get thin rather than lead an active, and therefore, more fulfilling life.
Although the words ‘obese’ and ‘obesity’ are media hot words, they are too provocative, polarising, or clinical for us to apply to ourselves, our families or our friends. Without a ‘normal’ conception of obesity, it becomes impossible to talk about the issues without resorting to extremes and stifles the discussion and medical help that it was initially intended to facilitate.
In a culture where tolerance of diversity is encouraged, it has remained acceptable to discriminate on the grounds of size. Jo Morely and other obese respondents reported that abuse they faced due to their sizeMany fear that accepting fat people condones the behaviour that leads to weight problems. However, many obese people report how low self-esteem fuels a negative relationship with food. We are caught in a dilemma in which we must not accept the weight problem but accept the person.
