Meet Jim. He’s the fictional main character in a recent PSA from Strong 4 Life, a wellness movement established by Children’s Healthcare of Atlanta that is fighting childhood obesity.

Although a fictional story, Jim’s story will probably keep you from reaching for the Doritos while you watch it. And that’s clearly the point.

“Rewind the Future” shows Jim, an obese middle-aged man, being wheeled on a hospital gurney and suffering from a heart attack as his doctors wonder how he came to be so unhealthy. Then the ad gives us a visual answer to their question, tracing the deterioration of Jim’s health backwards.

As we watch Jim go from struggling to breathe properly as a man, to hiding junk food in drawers as a teen, to being rewarded with candy at school as a kid, to being fed French fries as a baby, it’s hard not to wince at the unhealthy culture we’ve become all too familiar with.

But, as the PSA tells us, “There’s still time to reverse the unhealthy habits our kids take into adulthood.”

Atlanta Hopes to Rewind the Future and End Childhood Obesity

Studies show 12.7 million American children and adolescents ages 2-19 are obese. The Atlanta initiative echoes many of the core tenets of Michelle Obama’s Let’s Move campaign that promotes healthier lifestyles for kids.

With national effort from the White House and organizations like Children’s Healthcare of Atlanta, awareness of this major health concern is growing.

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