According to the Active Life Movement: “our country (they’re talking about the US, but it is equally true in Canada, the UK and others) is at a crossroads. We have a crisis of culture—a culture that is rapidly becoming unsustainable and threatens to bankrupt our country and its people. We have become passive consumers of a lifestyle that is increasingly unhealthy, sedentary and disconnected from one another and our communities. Though our shared crisis is daunting, we know from our history that a committed group of people and places working in unison around a common cause can overcome huge obstacles to create rapid, positive change.”
This is the essence of a new series of ads created for the Active Life Movement by Latinworks. As displayed, you can see that the campaign is geared towards children, with Superman and Barbie-esque characters depicted in massively obese states. In addition to being large and in charge, the familiar characters are shown relaxing on their recliners, surrounded by mind numbing conveniences. Although the message is simple, is anyone really listening? Obesity is an epidemic that is projected to eclipse smoking by claiming 90% of the adult population by 2030. That translates into $960 billion US dollars spent each year on associated health care costs.
