There are some clinicians in the United States who do surveys with their obese patients and ask: “What do you want to be called? Do you want to be called 'obese'; do you want to be called 'fat'; do you want to be called 'overweight'; do you want to say that you 'have a weight problem'?”
Never do they pick “obesity”; never do they pick the word “fat.” It's always “weight issues”; “weight problems”—things that address the issue but are not as derogatory. I think that's the way we can maybe tackle it in the media campaigns and with our promotions as well.