So, the people at Special K think you’re stupid. Or at least, they are hoping you are. They are running multiple campaigns to imply that they believe in body acceptance and not body shaming. I had wanted to believe, at first, that maybe they were changing their ways. But… they aren’t.
Here’s the first in a series of campaigns they’re doing.
Red flag in the video? “We believe it’s a barrier to managing their weight.” Ah. Okay. So, right off the bat, though they are saying “fat talk” is harmful, they are also clearly still stating we need to “manage” our weight.
Then there is this one.
“Not seeing the number is so freeing,” says one woman in that video. I agree with her, to be honest. But the problem is… Special K is very, very much still using these campaigns to promote weight loss and dieting. So, I guess it’s okay to not see the number on the scale or your pants, just so long as that number is also shrinking? Or being “managed?” What does “managed” even mean to Special K?
Then they, disappointingly, managed to recruit Tyra Banks. Tyra has admitted she doesn’t “believe in diets,” and has been very body positive. So, I’m not sure why she’s signing up with a campaign so full of shameless mixed messages and manipulation.
The final nail in the proverbial coffin is this New Year’s resolution inspired print ad, which I scanned after finding it in the January/February edition of Cooking Light (a magazine I will not be renewing my subscription to, but that’s a story for another post).
At first glance, I was like… whoa! That’s actually not a bad ad for them. But, then I began to digest the mixed messages, and realized. Not only is this the same old dieting BS I’ve come to expect from Special K, it’s manipulative, dishonest and probably more harmful than their usual run-of-the-mill ads for it. The concept that you can focus on a “word” and not a “number” seems great! The word “JOY” on the scale seems positive, but then I saw the lower left corner, and the “What will you gain when you lose?” tagline.
“Most anything is possible when you focus on the positive.” That sounds good, right? But here’s the problem. This entire campaign, while very cleverly conceived, is insidiously manipulative. You’re telling women to accept their bodies and not shame them but also clearly saying they need to “manage” them, and making it obvious that the goal here is still weight loss. It’s disappointing, but hardly surprising to me, given the history of this brand.
You are, of course, allowed to diet. If that’s what you want to do, if that’s what you feel is best for your body… by all means go for it. We get to make our own choices. I am personally anti-dieting because there is nothing to support that long term weight loss of any statistical significance is possible for the vast majority of people. I prefer to follow the Health At Every Size and Intuitive Eating approaches. I worked with an eating disorder therapist for over 18 months on IE specifically, and in the past few months I have been working to incorporate a more focused HAES approach, too.
I feel that even if everything the media and $60 billion dollar a year dieting industry want me to believe about the “dangers” of being fat are true, there’s nothing to suggest I can be anything other than fat. That includes over 20 years of dieting vigorously, during which I repeatedly lost and gained weight (always gaining more than I lost). For more information, check out Ragen Chastain’s excellent post on this subject. Scroll to the bottom if you’re only interested in links to various studies and articles that support these claims.
Special K wants you to believe they have your best interests at heart, but the reality is they have their best interests (and bank accounts) at heart. I personally find it disappointing because I actually love (some of) their products, but I just can’t support a company that is sending such horribly mixed messages to consumers. The ultimate goal with these campaigns is to get you to sign up for a “Special K plan” which recommends replacing two meals a day with 2 of their products a day to “lose up to 6 pounds in two weeks!” While the plans appear to be free to sign up for, obviously they still profit because you’re buying their cereals, snack bars, water, protein shakes, etc.
However, all of this is my perspective. Yours may differ, and that’s cool. If you want to do a Special K diet plan, I’ll respect your right to do just that (or any diet), as long as you grant me that same courtesy. FYI: Saying you’re “just concerned” about my “health” is not respecting my my right to not diet. I’m fully aware I am fat and that various medical professionals who don’t know me (and have never examined me), the dieting industry and the mass media would have me believe I am a ticking time bomb. I’m very much aware of the fact that I’m “morbidly obese” on the (ridiculously used) BMI charts (and I have been since I was probably 13). I likely know more about nutrition than most so-called “normal” people. For one thing, I spent seven weeks in an eating disorder hospital when I was 15, and worked extensively with dietitians, not only during that time, but later in my life. My personal physician – who has worked with me for 7+ years now – supports fully my efforts at IE and HAES. So, you’re just going to have to trust me to make my own decisions about my health, based on what I feel is best for me, not only physically but emotionally. There are a multitude of reasons why my weight loss attempts failed repeatedly, aside from the most obvious one of long-term weight loss fails for the vast majority of people. I have two medical conditions that make weight loss even harder for me than it is for the average person. On top of that, I have fibromyalgia and live with chronic, daily, constant pain. Exercise is not only excruciating, it’s actually harmed me. I’m currently working on finding a form of exercise I can do, because I miss being more active.
The bottom line is this… you get to decide how you want to pursue health, or IF you want to. You don’t have to, and neither do I. I actually do want to be healthier. But trying to force my body to be what it isn’t has never made it healthier, and it creates emotional unhealthiness for me. Regardless of whether or not you are pro-dieting, if the mixed messages in the Special K ads irritate you, let them know about it here.