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.
Right, is anyone currently working on getting this piece of shit CancerResearchUK advert removed from everywhere? Is there something I can sign? How the fucking fuck is this okay? pic.twitter.com/b7eU7lulms
— Sofie Hagen (@SofieHagen) February 28, 2018
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.
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.
What your campaign is doing is so incredibly damaging, that I can't even begin to describe it in only 280 characters. There are many people who have tweeted me their articles about it, try reading those. There is no excuse for you to have this campaign up.
— Sofie Hagen (@SofieHagen) February 28, 2018
And you can absolutely go away in terms of trying to excuse it. Society viewing fatness as a negative thing is a thing that kills more than the cancer that you MIGHT get due to MAYBE something to do with you POSSIBLY weighing MORE than a CERTAIN weight POSSIBLY MAYBE.
— Sofie Hagen (@SofieHagen) February 28, 2018
And BMI has been debunked DECADES ago. It's not a valid way of measuring anything. On the contrary, DIETING has been proved TIME AND TIME again to be one of the worst thing you can do to your body. Your campaign is so damaging and fatshaming and I really hope it gets taken down.
— Sofie Hagen (@SofieHagen) February 28, 2018
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
— #hellomynameis JT (@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 fyfe (@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
Funnily enough, the people at Cancer Research are probably busy trying to, you know, research cancer. They don’t always have time to run everything by some no-mark comedian who’s offended by facts.
— S (@wood10_) February 28, 2018
I take issue with this. Of course it's ok. We know that smoking can cause cancer and we're ok talking about it. How is it NOT ok to talk about the fact that obesity is also a key cancer trigger? It's fact. I'm offended by YOU being offended by this #CRUK
— Darren Clewes (@DarrenClewes) March 1, 2018
As a nurse, this is a great campaign. We need to be blunt when facing upto the causes of ilness and disease. We simply are not in modern society and thay dose more damage than good. Some people can't help being obese Yes, but they're risk of cancer is still higher because of it.
— Mike Walsh (@OhDearWalshy) March 2, 2018
Because informing people of the causes of cancer is less important than making people feel good about being obese. Makes sense.
— Sanzo (@sanzoo_skyler) March 2, 2018
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.