Our objective is not to ‘solve’ the obesity crisis but to find ways of generating responsible messages around food and movement.
In order to navigate ourselves out of Fatville we need to tackle the issues of Strange Food, Strange Bodies, Strange World and Strange Activity. Only by doing this we can hopefully leave Fatville behind us and reset our compass for Normal.
Our Fatville Movement sets out the principles with which brands can champion positive behaviours.
‘Compass brands’ will show us a more anxiety-free, fulfilling alternative to the behaviours that dominate life in Fatville.
Over time, Compass brands will nudge us in the right direction and be part of the solution to obesity, not part of the problem
Compass Brand believe in…
1. Discouraging discrimination against obese individuals
2. Representing fat as a concern for all, not just the obese
3. Encouraging people to make changes in order to feel good, not just look good
4. Surrounding food with positive and celebratory meaning
5. Making needless complexity and confusion the enemy
6. Giving food an appropriate role in our lives
7. Creating an environment where healthy choices are easier than unhealthy choices
8. Designing and communicate with movement in mind
9. Making movement a rewarding, fulfilling aspect of people’s lives
10. Avoiding promoting activity purely for the purposes of losing weight
If you’d like a full version of the study or you’d like to learn more about how your brand can be part of the solution to obesity in the UK then please contact us: