Cancer Research UK’s Anti-Obesity Ad Gets Flak For Seemingly ‘Fat-Shaming’

By Prosyscom
In March 6, 2018


Comedian Sofie Hagen has called out a recent ad by Cancer Research UK for “fat-shaming.”

The marketing material encouraged people to guess the missing letters, which form the word “OBESITY”—announced by the organization as the second main factor that leads to cancer. The campaign also included the distribution of cigarette packets containing chips to the public.

While the message might have been intended for good, it did not sit well with some people. Hagen, in particular, called for the campaign to be pulled.

She tweeted, “Right, is anyone currently working on getting this piece of s-it CancerResearchUK advert removed from everywhere? Is there something I can sign? How the f—king f—k is this okay?”

Another Twitter user supported her, saying, “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.”

Cancer Research UK, however, defended the campaign, stating that it had no intention of shaming anyone, and was only focusing on educating the public. It responded to the comedian with the tweet, “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.”

The campaign has caused much mixed responses on Twitter. Read some noteworthy responses below.

[via Campaign Live, video via Cancer Research UK, opening image via Sofie Hagen]


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