Just pinned this on my pinterest.com board entitled “wrong” with the caption “There may very well be more than a million better ways to combat childhood obesity than these ads.” (this photo is embedded – I did not upload it to this page)
I became aware of the ads because Jillian Michaels shared one of the photos on her facebook page and asked for people to “weigh in.”
I showed this photo to 11 year old PinkGirl and asked her what she would think if she saw them on a billboard.
“Those kids probably feel horrible and honestly, I don’t see how these would change anything.”
I’ve stuck my nose in this one.
[BEFORE I GO ANY FURTHER, PLEASE LET ME DISCOURAGE YOU FROM POSTING ANY COMMENTS ON THE FB PAGE OF THE ORGANIZATION RESPONSIBLE FOR THIS “CAMPAIGN.” IF YOU WANT TO POST ANY COMMENTS, PLEASE DO SO ON JILLIAN MICHAELS FACEBOOK PAGE INSTEAD. THEY ARE READING THE COMMENTS ON JILLIAN’S PAGE. THE LAST THING I WANT TO DO IS PROMOTE THIS ORGANIZATION. IF YOU “Like” OR COMMENT ON THEIR FACEBOOK PAGE, I WILL CONSIDER THIS POST A FAIL.]
That said, I did comment on their page – BUT I did NOT “Like” the page. Here’s my first comment:
It’s clear that [stopchildhoodobesity] has good intentions. However, in communication, intention is irrelevant. The true measure of success in communicating your message is how it is being encoded and decoded (sent and received) . Are you watching what’s happening on Jillian Michaels facebook page in response to this ad? Over 3100 comments before I started writing this one on your page. Up 100 more as I finish. If your intention is to be effective, don’t dismiss people who aren’t responding favorably to your approach by telling them to focus on solutions instead. [stopchildhoodobesity] is in a position to gain quite a bit of support here. Praying for a powerful turnaround to this.
They didn’t respond to my comment and it seems they were unaware of what was happening on Jillian’s page. About an hour later, they posted a status update thanking Jillian Michaels for “joining the conversation” and explained that it was “hard to judge the purpose of the ads if you are not in Atlanta seeing them first-hand.” They further justified the ads by saying “The intention was to start a conversation and it worked.”
really? They thanked her? Did they not read the (at that time, more than 3500) comments on her page?
Then, someone commented on their update by saying:
“I’m in full support of what [sco] is doing & to have a woman as powerful as Jillian Michaels on board, it only re-affirms [sco]’s positive campaign…”
“positive” campaign? I usually ignore ignorance, but after that comment, I just couldn’t, in good conscience, just click away. Here’s my comment on that update:
[to commenter] Jillian Michaels is NOT “on board” with this and I hope [stopchildhoodobesity] doesn’t mislead people by allowing them to think she supports them when it isn’t true.
[stopchildhoodobesity] – Atlanta does not have a culture the rest of America doesn’t understand. If your intent was to start a conversation, your job is done. Once people have identified with an issue, they need direction and help to take ACTION. Jillian Michaels focuses on solutions, not conversation. And she does so with compassion and empathy.
Please consider consulting a professional PR person to protect your reputation. You are on the cusp of a big PR mistake.
They responded with this comment:
“This post was to thank Jillian Michaels for joining the conversation about childhood obesity and share the “Stop the Cycle” video to further the conversation.”
They still don’t get it.
This organization REALLY needs the help of a professional PR person. They are losing credibility by the minute. It’s only been a few hours and the photo on Jillian’s fb page has over 4000 comments – written by some of Jillian’s 1,165,161 facebook fans – NOT Jillian. She did NOT join the conversation.
Praying that [stopchildhoodobesity] will ABANDON this campaign and redirect their efforts and resources in a more positive direction. One which focuses on SOLUTIONS.