Can Advertising Make You Thin?: The L.A. Times has a pretty interesting in-depth look at a new social marketing campaign--developed by advertising agency McCann Erickson--designed to encourage Americans to get out of the house, start exercising, and shed some pounds.

The article focuses on the lessons social marketers have learned from other recent efforts, especially various anti-tobacco campaigns. But the Truth campaign in particular works by telling kids that the sneaky, manipulative tobacco industry is out to get them and that refusing to buy the tobacco line is a form of rebellion. The "Small Steps" campaign conscientiously avoids blaming anyone (fast food company, soda makers, etc.) for the obesity epidemic -- just one factor than makes its success more problematic.