In a survey of 185 female students on a college campus, 58% felt pressure to be a certain weight, and of the 83% that dieted for weight loss, 44% were of normal weight. Society puts insane amounts of pressure on people to lose weight, instead of gaining health- physical AND mental.
This campaign features women stepping on scales and, instead of seeing a number, seeing words such as "Pizazz" or "Self-Respect". This is wrong on so many levels. First of all, it contributes to the idea that being thin gives you these things, and that fat people can't have pizazz or self-respect.
It also has the slogan "What Will You Gain When You Lose?" which gives the idea that you will gain something positive from losing weight. All losing weight ensures is a change in your relationship with gravity. Commercials like this contribute to eating disorder mentality by saying that your life will improve by losing weight, and when you see this commercial every time you turn on a television or open a computer, it can be very triggering for those struggling with eating disorders- approximately 24 million people in the US alone.
Last but not least, this campaign supports one of the biggest misconceptions of our society- that health and weight are synonymous. They are completely different things. You can be healthy, happy, and confident at any shape or size, just like you can be unhappy, depressed, or insecure at any shape or size. Being thin does not guarantee health, and it's not appropriate for a health-based company to imply that losing weight and gaining health are the same thing.
I don't know if this campaign is ill-intentioned, just for money, or genuinely aimed to improve self-image, but no matter what it is, it's a misinformed campaign that needs to change.