McCann And The Ad Council’s Small Steps

“I think ‘Small Steps’ is a euphemism for small vision,” said Kelly Brownell, director of Yale University’s Center for Eating and Weight Disorders.

Kelly is talking about the obesity campaign created (for free!) by McCann-Erickson, the Ad Council and the U.S. Department of Health and Human Services. The “Small Steps” broadcast series kicked off in 2004. Three new spots have been added to the rotation just this month and the critics are already pointing fingers at it’s “soft” message. The ads offer easy steps, which should empower people to make positive changes. This is based on research showing that over heavier folks feel intimidated by taking on the challenge of weight loss. Yes, it’s daunting, but wouldn’t an image of pounds and pounds of raw body fat, which cuts to a guy having a heart attack and then his family receiving a bankrupt worthy hospital pill work a little better? Perhaps. Analysis by the Centers for Disease Control and Prevention, said shock ads get young people’s attention and remain in the ol’ memory banks longer.

Consumer groups say that the US government doesn’t have the guts to promote a strong message since Ad Council and federal health department are part of the “Coalition for Healthy Children,” whose members include Coca Cola, PepsiCo, the Hershey Co. and the National Confectioners Association. Maybe, but this debates boils down to a debate about consumer research. Does tough love work better than a tepid coaxing?

The spot above is called “Love Handles.” We like it, but then again, we don’t need to lose weight. Would this inspire us if it did? We’re not sure. What do you think?

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