There was a “game” my brother and I “played” growing up, in which one of us would grab the other’s arm and use their own hand to hit them whilst saying “Why are you hitting yourself? Stop hitting yourself!” It’s not a game I’d recommend, and it’s certainly not an advertising strategy that I find ethical, but it pretty much encompasses Weight Watchers Australia’s new ad campaign, which is all about acting like they have no idea why women are self-conscious despite decades of ads that they created specifically to make us self-conscious.
The work of Size Acceptance and Health at Every Size Activists is coming to fruition, and the word is getting out that weight loss almost never works. More and more people are realizing that neither our body size nor our health are completely within our control, that we can love the bodies we have, and choose how/if we focus on our wellbeing. More and more people are realizing that diets don’t work and that we can create and pursue health and wellness goals that don’t include trying to manipulate our body size — or consider that to be a goal worth celebrating, or even talking about.
So the diet industry is pivoting, co-opting the language of the people who have been fighting against their greed and lies for year. Now the same companies that have invested billions of dollars into convincing us that we should hate our bodies, unless and until we are thin, suddenly want us to believe that they are all about us loving our bodies (as long as we’re still paying them to make our bodies smaller). They hope we don’t notice that they’ve been the ones holding our arms and making us hit ourselves.
Like this blog? Here’s more cool stuff:
Become a Member! For ten bucks a month you can support fat activism and get deals from size positive businesses as a thank you. Click here for details
Book and Dance Class Sale! I’m on a journey to complete an IRONMAN triathlon, and I’m having a sale on all my books, DVDs, and digital downloads to help pay for it. You get books and dance classes, I get spandex clothes and bike parts. Everybody wins! If you want, you can check it out here!
I’m training for an IRONMAN! You can follow my journey at www.IronFat.com