Obesity: Shock tactics used in Australian campaign
13 January 2014 Last updated at 23:28 GMT
More than half of the people of Britain will be grossly fat by the middle of this century, according to the National Obesity Forum.
A quarter of men and women are already classified as obese.
One public health issue after another, such as AIDS and smoking, has demonstrated that to change outcomes, you have to change attitudes, and that means raising awareness.
Jim Reed reports for Newsnight.