Bus Ad Shames You Into Joining a Gym by Showing Everyone Your Weight

OMG can you even imagine – you’re sitting down at the bus stop, just chilling, waiting for your cheap mode of transportation to arrive (hopefully not filled with crazy people or smelling like pee). Then you look to your right, just to feel the sun warm your face or, I suppose, to see who is catcalling you from their 1991 Chevy Impala, and what do you see? Your weight. In huge, lit-up numbers. For the whole world/street corner to see.

It’s part of an (admittedly innovative) ad campaign for Fitness First in Rotterdam, The Netherlands. I see what they’re trying to do – motivation with a touch of humiliation. I get the motivation part, but the not the shaming aspect. Weight can be an intensely private matter (ahem) and we shouldn’t have to share our number if we don’t want to. This reminds me of those automated speed recorders that tell you how fast you’re driving by broadcasting “47 mph!” as you cruise through a 45 mph construction zone.

Your thoughts? Would you be outraged? Jump up and flail yourself against the bus stop wall to conceal the number? Call the fitness club and scream? Or just choose to never sit down anywhere, ever again?

PS In light of the ridiculously crazy bus stop incident I experienced in October, I almost feel like having my weight projected in blaring neon would be no big deal.

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