The well intended campaign intended to increase awareness regarding obesity in the nation’s children was scrapped due to mounting objections. Perhaps the first organization to publicly decry the campaign was the Israel Association of Pediatricians, for the physicians felt that while the issue of pediatric obesity is a serious one, the campaign would have a negative impact. The doctors explained that the campaign was attacking the children instead of the issue of obesity. Some children who saw the posters told the news that it made them feel “sad, despondent and hopeless”. Others were angered by the campaign, which they view as insulting.

The posters approved for the campaign painted obese children as social misfits and outcasts of society. The photos were downright insulting most felt. The campaign did not last but a few short days until the order was given to take down the objectionable posters and change the tone of the campaign.

Bloggers were quick to attack the condescending campaign, as did Dr. Yitzchak Kadmon, who heads the Israel Child Welfare Council. Kadmon did more than voice his objection, turning to attorney Tamar Pinkus, who heads the nation’s consumer protection agency, asking her to halt the campaign immediately. He warned that nationwide effort may compel some children to act in a most unwanted and dangerous fashion.

JCDecaux Israel explains this is the fourth consecutive year it has been selected to run a campaign intended to drive home a message regarding significant issues. It explains this year’s campaign addresses pediatric obesity, adding Israel ranks fifth among developed nations and the problem is quite serious. Officials promise the company will continue promoting matters of national importance as it has done in the past.

(YWN – Israel Desk, Jerusalem)