Opponents believe the campaign to be a horrifying exercise in the fat-shaming of overweight and obese children, one that essentially reinforces the idea that fat kids should be singled out and made examples of. Curiously, in some cases even people who otherwise agree with the idea that childhood obesity is a dangerous epidemic have stated that depicting these kids in miserable, stark, literally black-and-white tones is not the way to go about it.

Body-shaming is ubiquitous and abhorrent; it happens everywhere, to pretty much everyone, at one time or another. It is especially levied against women, who are shamed for being skinny, for being tall, for being short, for having big boobs, for having small boobs, for having body hair, for being unfeminine, for being too sexy, for being too prudish, for being smart -- shamed at some point for being pretty much anything while also being female, including for being ugly (and failing to serve a purpose as a beauty object) and for being pretty (which must mean they are vapid or dumb).