February 11, 2017
"I want NHS staff to volunteer to wear it to inspire not just the patient but themselves to take action. I want them to be proud that they are losing weight. I want that communicated to the patient. I think it’s a very fair message."
Amazingly, the words "I'm FAT" are only the 5th most offensive thing about the button.
1. The most offensive thing is that there's a picture of the weight-loss guy on the button. (By wearing a button, you're supposedly saying something about yourself, but this other self in horning in on your self-expression.)
2. The colors are not only atrocious, they seem to assume that overweight nurses are female. If you want people to wear a button at work every day — and I assume this guy mainly wants publicity — you need much less color and a very simple design.
3. The viewer — already assaulted by an ugly button — is ordered to have a particular feeling: "Be inspired." The words are put in curly script and the man is making a magician's "presto" gesture at us. Inspiration doesn't come so easy. At least not in the form this guy purports to deliver. You might be inspired to hate this guy.
4. The message of blunt frankness — "I'm FAT" — is confused by the dubious, uncheckable claim that the button-wearer is in the process of losing it. And "losing it" has a double meaning that absolutely doesn't work. And you might "lose it" — in the get-violent sense — if you also misread with stress on the second "I'm."