A billboard in New York City's Times Square has sparked controversy this week.
Per New York Post, the large sign can be seen from the southeast corner of West 48th Street and Seventh Avenue in Manhattan.
It shows a plus-sized woman in sportswear, sitting with her head in her hands, with an expression of despair on her face. The sign in captioned: "Feeling Fat and Lazy? [sic]"
The billboard is advertising fitness coaching with a personal trainer by the name of Deborah Capaccio, and it includes a link to her website.
On social media, a number of critics have blasted the sign for its perceived body-shaming message and lack of respect for people with larger proportions.
For example, The Good Place actress Jameela Jamil uploaded a picture of the offensive billboard, writing: "Which absolute f***ing clown put this up in Times Square…?
"IF SHAMING PEOPLE ABOUT THEIR BODIES CHANGED THEIR BODIES, *BELIEVE ME* IT WOULD HAVE WORKED IN THE PAST 30 YEAR ONSLAUGHT OF RAMPANT FATPHOBIA.
"F*** this predatory brand to hell. I hope they go bankrupt. #TheBadPlace. [sic]"
She continued in a follow-up post: "I was at my laziest when I was anorexic because I didn’t have the energy to move because I was starving myself to avoid the stigma that comes with fat.
"You know who isn't lazy? Lizzo and all of her extremely athletic dancers. I hate that these disgusting adverts are in Times Sq. [sic]"
A number of Jamil's followers clearly agreed with her.
One person wrote: "This is horrifying in and of itself, and downright despicable after a year and a half of many people essentially being housebound."
A second added: "Every day I look in the mirror and think that way is a lost day. It's a bad place when I shame myself. I would love to burn that ad to the ground."
Another wrote: "It's deeply disturbing that 'brands' are still allowed to make these kind of ads!"
Another added: "Shame is not a catalyst for positive change in anything….. it's a catalyst to hide… [sic]"
Capaccio herself has been bemused by the backlash to the sign, telling New York Post that the billboard was supposed to address the harsh self-criticism that many women give themselves internally.
She insisted: "We identified as fat and lazy, and those thoughts were sabotaging our efforts to feel good about ourselves and get healthy.
"I expected some backlash and was ready for it, especially the online abuse. But I'm more disturbed by today’s culture where anything that causes discomfort or dissonance is considered taboo."
