迪士尼（Disney）曾经搬上银幕的一位广受景仰的儿童专家——来自童话世界的玛丽阿姨曾经唱过一首歌：“杯中加勺糖，良药不苦口。”于是，全天下的父母为了让孩子乖乖喝药，都开始往药里放糖好冲淡苦味，殊不知这样做有害孩子的健康。玛丽阿姨或许不知道，甲之蜜糖，乙之毒药，对于美国17%患有肥胖症的儿童而言尤为如此。

    实际上，销售高糖高脂的垃圾食品是迪士尼公司的商业成功秘诀。举个例子，根据其官网发布的数据，光临迪士尼乐园的游客每年要消耗7,500万罐可口可乐、1,000万个汉堡包、600万根热狗、900万磅炸薯条和30多万磅爆米花。虽然园内餐厅消耗的30多吨果蔬都是来自艾波卡特中心大地馆（The Land pavilion at Epcot Center）的健康果蔬，但也不要忘了，可口可乐是迪士尼全球11家主题公园的独家饮料供货商。实际上，早在1950年，迪士尼出品第一部电视节目的时候，可口可乐就已经是它的赞助商。要是你觉得我们的“米老鼠”真的会奉行健康的饮食方式，那就太傻太天真了。

    所以说，迪士尼近日在艾波卡特中心举办旨在“教育人们推行健康饮食”的“习惯英雄”（Habit Heroes）展览就是一出骇人听闻的闹剧，如若不然，迪士尼的自我讽刺功力真可谓出神入化。此次展览是由佛罗里达蓝十字会（Florida Blue）和安盛蓝十字蓝盾公司（Anthem Blue Cross Blue Shield）赞助的专项计划，主要针对儿童肥胖问题。朋友给我看了篇文章，上面说展览开场不到3周就“停展整顿”了。至于为什么，那是因为儿童肥胖专家认为这场展览会加深人们对超重者的成见，将胖孩子妖魔化，使他们在学校更容易受到欺凌。此外，它主要利用人们了的羞耻心，作为鞭策胖子改善自身健康状况的手段。

    讨伐展览的重量级（此处没有讽刺之意）专家包括渥太华大学（University of Ottawa）家庭医学助理教授、加拿大肥胖协会（the Canadian Obesity Network）家庭医学主席弗里德霍夫医生。“真是太令人震惊了，简直不可思议，”文章引用弗里德霍夫的话说。“胖子在学校受到的欺负已经够多了，实在没法想象他们出了学校还要受人欺凌，连度假的时候都要受到这等羞辱。可以想象，来看这场展览的胖子和超重者肯定心里非常难受。”

    “习惯英雄”这场展览到底能有多糟糕？怎么说呢，促进接受肥胖者委员会（The National Association of Fat Acceptance）（呃，这个委员会应该没什么人知道吧）近日发了篇新闻稿，题为《来吧！一起去损胖孩子！》（Hi Ho! Hi Ho! A-Stigmatizing Fat Kids We Go!，模仿迪士尼动画《白雪公主》中的插曲），文中介绍了展览的部分细节及展台上的卡通角色：

    • “吃货：嘴巴停不住，吃东西像打仗”

    • “零食癖：高脂、加工食品狂人”

    • “死宅：坐下来就不挪窝”

    • “臭虫：不讲卫生”

    Mary Poppins, Disney's most revered children's expert, once sang, "A spoonful of sugar helps the medicine go down," encouraging parents everywhere to mask bad taste in sugary sweetness in the best interests of their children's health. Mary Poppins could not yet have known that sugar would become viewed as a generally toxic substance, particularly for the 17% of U.S. children who are now considered clinically obese.

    In fact, sugar and other unhealthful, fat-laden empty calorie foods have become key to the successful business model of the Walt Disney Corp. For instance, according to Disney's own website, more than 75 million Coca-Colas are consumed each year at Walt Disney World Resort, washing down 10 million hamburgers, 6 million hot dogs, 9 million pounds of French fries and more than 300,000 pounds of popcorn. While it is true that more than 30 tons of fruits and vegetables grown at The Land pavilion at Epcot Center are served in Walt Disney World restaurants, it also is true that Coca-Cola is the sole global beverage provider for all of the company's 11 theme parks worldwide, and actually was Disney's very first television show sponsor back in 1950. If you think Micky is serious about healthy eating, I have a bridge in Brooklyn to sell you.

    And thus it is either with unbelievable chutzpah or a flair for dramatic irony that Disney recently opened an exhibit in Epcot Center called Habit Heroes that is intended "to teach families how to be healthier." The exhibit, which was specifically oriented towards fighting childhood obesity, was a project sponsored by Florida Blue and Anthem Blue Cross Blue Shield. My friend sent me an article about this exhibit, which was shuttered for "retooling" within three weeks of its opening. Why, you ask? Because the exhibit was believed by child obesity experts to flaunt negative stereotypes about being overweight, demonize fat kids and promote bullying and to use shame as the primary motivational tool to teach overweight kids that they need to change their ways to improve their health.

    Among the experts who weighed in (no pun intended) on this exhibit was Dr. Yoni Freedhoff, an assistant professor of family medicine at the University of Ottawa and family medicine chair of the Canadian Obesity Network. "It's so dumbfounding it's unreal," Dr. Freedhoff was quoted as saying. "I just can't believe somebody out there thought it was a good idea to pick up where the school bullies left off and shame kids on their vacation. There's no doubt in my mind that overweight and obese kids going through this exhibit are leaving feeling horrible about themselves."

    How bad could Habit Heroes have been? Well, the The National Association of Fat Acceptance (okay, who knew?) issued a press release with the title of Hi Ho! Hi Ho! A-Stigmatizing Fat Kids We Go! in which they detail some of the exhibits and associated characters, which include:

    • "The Glutton, Overeating and eating too fast"

    • "Snacker, Too much fatty, processed food"

    • "Lead Bottom, Not enough exercise"

    • "Stinkbomb, Bad hygiene"

    • “垃圾桶：什么变质、过期的食物都往嘴里塞”

    • “压力机：化压力为食欲”

    • “自医者：不听医生的话”

    • “谷物杀手：没时间吃早饭”

    要想充分领会这场展览的“魅力”，一定得对照着名单欣赏一下其中一些卡通角色的图片。我觉得这场展览肯定是丢给实习生做的，要不然就是迪士尼市场部为了省钱，把以前的动画作品中淘汰掉的角色拿来充数。

    但是，孩子们是迪士尼的衣食父母，拿衣食父母开刀，不仅不明智，简直可以说是自毁长城。想想迪士尼推行健康计划居然犯了这样的错误就令人觉得奇怪。如今这个时代，越来越多的消费者都成了医保客户。如果说迪斯尼必须像它的同行们一样（我敢肯定它必须这么做），需要思考如何在这样一个时代提升自己的品牌魅力。我有两个词送给它们：瞄准消费群。

    显然，儿童肥胖是个可怕的问题，胖孩子们长大后不得不面临痛苦的治疗过程。为了找出改变孩子和成年人不良卫生习惯的关键因素，卫生保健和行为学领域已经开展了大量的研究。终极的追求在于如何综合多种激励措施，使人们能够长期坚持健康饮食、适量运动，同时好好照顾自己。此外，这里面还牵扯到许多其他的社会因素，比如市面上的健康食品往往比加工食品贵，许多低收入地区甚至根本买不到健康食品。这是个复杂的问题。

    不过，社会学已经确证的事实是，如果别人没有按照你的想法来，对他们横加羞辱并不会达到期望的结果。看着苗条健康的孩子消灭臃肿肥胖的恶棍，胖孩子们不会就此“痛改前非”，勒紧裤腰带。可能反而会让他们自惭形秽，大家都知道，贪吃的人在难过的时候，只会吃得更多，而不是更少。

    等等，说到这里我突然想起一件事情。或许“习惯英雄”展览只是一个绝妙的营销手段，一个堪称爱因斯坦级别的高智商营销手段。让参观的孩子们感到自卑、难过，激起他们暴饮暴食的欲望，然后在出口处设立热狗摊和可口可乐冷饮站——怎么样，这招很绝吧？这样一来，迪士尼就不仅仅是个反派，而且是个天才反派了。

    本文作者丽莎•苏南是风险投资公司Psilos Group的联合创始人兼管理层成员，该公司以医疗保健为核心业务，管理的资金超过5.77亿美元。

    译者：Nasca

    • "The Fungus, Eating rotten or expired food"

    • "Stress Case, Stressing Out"

    • "The Prescriptor, Ignoring doctor's advice" and,

    • "Cereal Killer, No time for breakfast"

    To get the full effect of how charming this whole thing was, you really have to look at some of the character photographs that go along with the names. All I can imagine is that this exhibit was left to interns to develop or that the Disney marketing department issued itself a challenge to use up their past character rejects in an effort to conserve animation costs.

    But to pick on little kids who are the bread and butter of your revenue stream? That isn't just lame, it's self-destructive. It is particularly surprising to think that Disney was aided in its efforts by a health plan, which, if they are like any of their peers and I am sure they are, has to be thinking about how to increase their brand appeal to consumers in a world where consumers are more and more the buyers of health insurance. I have two words for them: Focus groups.

    Clearly childhood obesity is a terrible problem that sets a child up for an adulthood of medical misery. There is a massive amount of research going on in the healthcare and behavioral sciences fields to figure out what is necessary to sustainably change poor health habits among children and adults alike. The Holy Grail is figuring out the right combination of motivation techniques that will get people to eat right and exercise and take good care of themselves on a long-term basis. And there are a whole host of other social factors involved, such as the fact that healthier foods tend to cost more than processed foods and that healthy foods are not even available in many lower income communities. It is a complex problem.

    One thing that social science has pretty much proven already, however, is that villanizing people who don't do what you want them to do isn't a prescription for getting the outcome you want. By showing healthy skinny kids vanquishing evil fat kids, you aren't going to make the chubby ones run out and buy a cape to compliment their about-to-be-toned abs. You're probably just going to make them feel bad about themselves and as we all know, when people with food issues feel bad about themselves they tend to eat more, not less.

    Hey wait a minute! I think I just had a revelation. Perhaps this Habit Heroes exhibit was marketing at its best after all—Einstein-level marketing sophistication in fact. Take kids through an exhibit that makes them feel bad enough about themselves to want to eat more? Station the hot dog vendor and Club Cool Coca Cola Exhibit at the exit? Now that is evil genius at its best.

    Lisa Suennen is a co-founder and Managing Member of Psilos Group, a healthcare-focused venture capital firm with over $577 million under management.