There are some advertisements that completely miss the mark and make you question how did people approve it. Sometimes, in meetings, executives seem to “forget” to check if their ads will offend anyone or cause any negative feelings for a majority of people. The Cancer Research UK is recently one of those companies. UK-based comedian Sofie Hagen recently shared a photo of an advertisement seen in the UK. The advertisement is promoting the idea that obesity is the “second biggest preventable cause of cancer after smoking.”
After seeing the sign in multiple places around the UK, Hagen took to Twitter to share the sign, and ask how this was ever put up and how this is okay.
https://twitter.com/SofieHagen/status/968841936906981376
Hagen is a plus-size comedian in the UK and Denmark who has been vibrantly open about body positivity and being proud of your body, no matter what size. As a plus-size woman, Hagen immediately took offense to the ad, claiming that obesity is entirely preventable, and losing weight is as “easy as quitting smoking.” As well, she was offended that the research center painted “obesity” as a problem, much like smoking is a problem.
https://www.instagram.com/p/BcU6q02FrHe/?hl=en&taken-by=sofiehagendk
https://www.instagram.com/p/BfTYZvxlRoN/?hl=en&taken-by=sofiehagendk
The research center immediately issued a response to her outrage towards the campaign, saying that the advertisement was simply a way to raise awareness and not to offend anyone at all. Simply, they were reporting important research and stating a fact that in the UK, obesity is the second leading cause of cancer.
(1/2) Hi Sofie, our campaign isn’t meant to make anyone feel bad about their weight or make anyone think negatively about people who are overweight or obese. Our aim is to raise awareness of the link between cancer and obesity…
— Cancer Research UK (@CR_UK) February 28, 2018
(2/2) … as after smoking, obesity is the second biggest cause. It is our duty to inform people about this and lobby the government on policies which will help us all to keep a healthy weight. For more info, head to our website: https://t.co/eOrFWGfWUb
— Cancer Research UK (@CR_UK) February 28, 2018
However, Hagen was not satisfied with their response, as it seemed more robotic and less humane than it should be–especially when criticizing a majority of the population’s body and telling them that they are slowly killing themselves, offensively. She, as well, was angered that the research center did not take into account that obesity is not just easily prevented.
https://twitter.com/SofieHagen/status/968889784654495744
https://twitter.com/SofieHagen/status/968890230198632449
https://twitter.com/SofieHagen/status/968890654205104128
Although the study was based on scientific evidence and a ton of research, the way in which they decided to promote the initiative and information was offensive and wrong, not only to Hagen, but many others as well.
Dear @CR_UK as a GP caring for people with cancer and obesity, I think this is an appalling stigmatising, shaming advert
— Dr Jonathon Tomlinson (@mellojonny) February 28, 2018
The advert is blunt and cruel. Folk on here are acting like it really is so simple for obese people. There is often bigger issues behind obesity and it's not as simple as eating healthy. It is often the mind that needs to get healthy so how does this ad help?
— Stephen (@Stephenfyfe) February 28, 2018
I have to pass it three times on my journey to and from work and one of them is a house-sized billboard. I'm stopping ANY support of @CRUK_Policy until they quit shaming me.
— Beyond Chocolate (@beyondchoc) February 28, 2018
However, there were many people were on the Researcher’s side as well–claiming they were only trying to save lives, and not offend anyone at all. Many responded to Hagen on Twitter saying that her outrage was misplaced and that she should “focus on her health” more.
Let’s just ignore that obesity can lead to cancer then shall we?! surely this motivates you to make a positive change in your life instead of getting upset that someone is pointing out a cause of cancer? @CR_UK aren’t doing this for any other purpose than to save lives.. think!
— Callum David Oliver (@Callum_Oliver) March 1, 2018
https://twitter.com/wood10_/status/968913691302350848
https://twitter.com/DarrenClewes/status/969248597505167361
https://twitter.com/OhDearWalshy/status/969570982229893125
https://twitter.com/sanzoo_skyler/status/969411101430616064
You are so ridiculously wrong. Displaying obesity as a cause for a major health issue is not fat shaming? It is stating a fact. People who are obese are at a far larger risk to deadly Heath issues than those who are not overweight and less a healthier lifestyle. It’s a fact
— Cava-Chew-Tea ✨🌙 (@NickCavaciuti) March 2, 2018
What do you think–offensive or just promoting some facts? Let us know.