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Is health at any size still a thing or did they all have heart attacks?
You understand that that campaign wasn't to promote "being fat" but was, instead, about ending the cycle of despair that traps many people in obesity, right? Like, food is addicting (on purpose, gotta make those profits) and there are people who struggle to eat the appropriate amount or get the correct nutrition. When you pile shame onto people, sure, some will change their habits and get their health back on track. But most people, when confronted with negative emotions, will attempt to soothe the feelings of negativity rather than deal with the source of the negativity. For many people, negative campaigns against obesity will just drive them to consume more. Or, maybe they'll try a fad diet out of desperation, unknowing that fad diets tend to be focused on quick results that don't have lasting impacts on overall health. Or even negative impacts, as they'll fail to stick with the diet and gain even more weight than they lost back.
Health at any size was focused on helping people to make small, meaningful changes that they could keep going with for a lifetime. By attempting to remove the stigma of weight, they were trying to get people out of focusing on their weight and instead focused on what they could do to feel better right now (in a healthy and constructive manner).
But, like most things, people who didn't understand what was being attempted shit on it endlessly until people stopped trying to do it.
The obesity epidemic isn't some moral failing of individuals it's a systemic failing and, until it's treated as such, the obesity rate will only continue to rise.
I already know this is going to be awash with downvotes (again, soothing negativity rather than dealing with the source) but it needs to be said.
It's genuinely great to hear that that wasn't the overall goal or intention of the idea.
That said, I think it also does need to be acknowledged that there absolutely were prominent influencers on social media who preached HAES literally - as in, posting videos vehemently declaring the doctors are lying to you and obesity is actually perfectly healthy.
I guess as with many other things, it's a case of the extreme outliers (who in this case, as you say, didn't even get the point) getting the most attention and spoiling things for the sane people.