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Fight the #FatTalk
By: Dwayne W. Waite Jr.
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It is fascinating to watch a culture, subgroup, or section of society grow into their own. In the U.S., we have seen it with the Irish, the Blacks, the young, the old, the political, the free spirited, the gay, and now — the women.

Women in the United States have seen their role change in American life since the late 1930s, when many men were pulled into war and women had to leave the house and work. Since then, women have been pouring into universities and colleges, and filling the ranks within the workplace.

Which is a good thing.

Now, after the Great Recession, women continue to define exactly what their role is in American life. And in order to do that, they have to take a look at how they tear themselves down. How, in this world, can they search for success, if they hinder themselves?

Special K asks that question directly.

An interesting phenomenon within female society is what Special K calls "fat talk," the act of putting yourself down because of what you look like. Special K sees the need for women to stop the talk, and created this ad campaign:



End the fat talk.

How will women respond? So far, the ad has gotten well over a million hits on YouTube. It plays very often on Hulu, where we first saw it, no doubt because a lot of young to middle-aged women watch Hulu.

Let's hope it grabs more attention, and show that women need to love themselves in order to get ahead. Nobody is going to do it for them.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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