# Pragmatic Prevention Ads turn to realistic obesity imagery to incite consumer action. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 17, 2014, updated Apr 3, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/dismal-marketing ## Key Figures - Trend score: 4.1/10 - Evidence articles: 4 ## What is the Pragmatic Prevention trend? **Pragmatic Prevention:** Despite the onslaught of PSAs that seek to encourage healthier lifestyles, the accessibility of fast food has resulted in consumers frequently disregarding the need for nourishment. As a method to incite greater urgency into consumer behavior, marketers are turning to methods of foreshadowing to demonstrate what lack of action can result in. The use of grim precautionary imagery reflects the need for marketing approaches that dive deeper into consumers’ psychologically inherent fears. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 23, 2014 to Sep 28, 2015 - Published: Mar 17, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Pragmatic Prevention trend ### Preventative Imagery Marketers are utilizing cautionary and realistic imagery to prompt consumers to take preventative measures when it comes to health concerns. ### Realism in Advertising Marketing campaigns that focus on authenticity and realism are proving successful in garnering attention and driving action. ### Mental Health Awareness Advertising campaigns that focus on emotional eating and the mental health aspects of weight management are becoming more prevalent. ## What the Pragmatic Prevention trend means for industry ### For Health & Wellness Opportunities for disruptive innovation exist in the development of lifestyle management tools and services, as well as the marketing of healthy food alternatives and preventative care. ### For Marketing & Advertising Businesses can look to explore creative avenues to produce more realistic and psychologically impactful advertising campaigns. ### For Mental Health Services Opportunities exist for the development and marketing of mental health resources geared towards managing and promoting a healthy relationship with food and overall wellness. ## Trend signals for Pragmatic Prevention Trend score 4.1 out of 10, from popularity 63%, activity 53%, freshness 8%. - Popularity: 63% - Activity: 53% - Freshness: 8% ## Examples of the Pragmatic Prevention trend 4 featured examples from Mar 23, 2014 to Sep 28, 2015. - [Intimate Body Image Photography](https://www.trendhunter.com/trends/11-years): Jen Davis Explores Intimacy and Obesity in 11 Years (Category: Fashion) Implication: Disruptive innovation opportunities exist in redefining traditional notions of beauty, representation, and body image through creative expression and visual mediums. - [Belly Ice Cream Ads](https://www.trendhunter.com/trends/french-ministry-of-health): The French Ministry of Health Campaign Addresses Child Obesity Concerns (Category: Marketing) Implication: Partnering with governments and organizations to develop campaigns and programs aimed at reducing child obesity and promoting healthy living. - [Realistic Weightloss Ads](https://www.trendhunter.com/trends/realistic-weightloss-ads): The Weight Watchers "If You're Happy" Campaign Showcases Emotional Eating (Category: Lifestyle) Implication: The weight loss industry can benefit from creating ads that focus on emotional eating and promote balanced eating habits. - [Cautionary Obesity Advertisements](https://www.trendhunter.com/trends/childrens-healthcare-of-atlanta): The Children's Healthcare of Atlanta Video Paints a Grim Picture (Category: Lifestyle) Implication: Healthcare providers can leverage cautionary advertising campaigns to educate patients about the detrimental effects of unhealthy lifestyles and increase patient awareness. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)