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-Don’t hit me. -What?

-Don’t hit me with that. -Ok.

We're here.

We're here.

I'm here.

-What did you buy? -Candy.

-For whom? -For me to eat.

Yan is very playful and tough.

When he wants something, he has to have it.

If you don't give him what he wants, you'll see.

We make him a plate and tell him it's all he'll have.

But he doesn't accept it.

He scolds us, he whims, he cries and tells us he doesn't like us anymore.

He had a fatigue crisis, so his father took him

to the emergency room.

We got there and, they took an x-ray of Yan

And told us Yan´s heart was stretched because of the fat.

The fat forces his lungs, so he feels breathless.

When us humans get too fat, our heart is pushed,

and it gets bigger.

We should walk on the carpet.

This is where the carpet is.

His mother has died.

Why?

Because the policeman killed her.

We kept it on the box.

That's how he is during lunch.

Let's eat then.

Come with your mom.

Mom will give it to you later.

Let's eat, then you can have it.

He's mad.

Do you want cake?

No, I want potato chips!

He wants potato chips.

We can't give it now, Yan.

But I want it!

Let's eat first, let's go.

I want chips!

That's our reality.

If you don't give it to him, he throws himself on the floor.

I don't like you anymore.

Don't you like me anymore? So I'll leave.

Mom will give it to you.

-Dry those tears, boy. -Come here!

Take your t-shirt of your mouth.

Give some chips to your dad.

Guys I'm getting impatient

My hunger is persistent

It eats everything hot or cold

It eats everything it sees ahead

Whatever may be attractive

It's an absorbent hunger

It eats and never gets enough

Every hunger is so needy

Hunger eats, hunger eats

If something comes from elsewhere It devours it, it devours it

If it's culture it grinds it, it grinds it

If what comes is a song it chews it, it chews it

So hunger never argues anything it only swallows it, and swallows it

If it's just small talk it'll gulp it, gulp it

If you feel an empty stomach hunger eats, hunger eats

WAY BEYOND WEIGHT

We, the adults of the last four generations,

have blessed our children with the destiny

of a shorter lifespan than their own parents.

Your child will live a life ten years younger than you

because of the landscape of food that we've built around him.

Two thirds of this room, today,

in America, are statistically overweight or obese.

The statistics of bad health are clear, very clear.

We spend our lives being paranoid about

death, murder, homicide, you name it,

it's in the front page of every paper, CNN.

Look at homicide at the bottom, for God's sake!

CAUSES OF DEATH, UNITED STATES

What is this?

It's a carrot... which I hate.

Is it a radish?

Radish?

Pickle.

-When did you last eat a melon? -I don't remember.

Do you know what fruit is this?

A mango.

An avocado. I don't like it very much.

-Who likes this? -Not me!

I never ate that.

I don't know what that one is.

-No. -I don't know.

-No. -Man, it's so hard.

-You like this one better? -Yes.

What about you, Dudu?

I like this one.

You're lying. You like this one better.

I like this one and that one too.

Do you know what this is?

An avocado? Avocado?

-When did you last eat a mango? -I don't even remember.

The question of where the child obesity started,

and if this is truly an epidemic,

I believe it started in America.

And I believe it started because, coming out of World War II,

no before World War II people made food.

But coming out of World War II, and also a little bit World War I,

we saw wartime technology

needing to become peacetime businesses.

And so we saw refrigeration, and trucks, and processed foods

all coming as technologies out of the war,

and these big technologies needed to become

peacetime big businesses.

And when they did, we started to become

enamored in our country with these highly processed foods.

And I think it started here in our country, almost ground zero,

and it spread like an epidemic all over the world.

PERCENTAGE OF CHILDREN WITH OVERWEIGHT AND OBESITY

IN BRAZIL, 33,5% OF CHILDREN ARE OVERWEIGHT OR OBESE

Obesity is related to most modern pandemics.

It's related to diabetes, which is pandemic,

and it's the main cause of type 2 diabetes.

Obesity is related to cardiovascular diseases,

which is also pandemic.

And it's the main cause of mortality in today's world,

all that comes from excessive weight.

Obesity is related to depression, it's related to stress,

it's related to some types of cancer.

The biggest modern pandemics

have as a source the excessive weight.

I saw in my office the other day

a nine year old girl weighting 62kg.

She's hypertensive, has type 2 diabetes.

Cholesterol, triglycerides, uric acid were very high.

The exam could be compared to a 60 year old's,

but it belonged to nine year old girl.

-I get breathless. -When?

At night. I feel sick.

What's the best part of your day?

-The night. -Why?

Because that's when I go to sleep.

I feel pain in my legs.

When I walk, I can't handle it anymore.

I've been taking medicines for high blood pressure,

so I thought it was time for me to get treatment.

Well it's true that parents

are the final common pathway for what children need

and their levels of physical activity.

But people can’t make good choices

unless there are good choices to make.

And in many of our cities, food is not readily available.

In many of our cities there are not parks

or recreational facilities that are safe.

So children don't have an opportunity to be active.

Even walking to school,

in some communities has become dangerous.

And that's all exacerbated by the fact that kids don't play.

When we talk about kid's obesity,

kids don't play outside,

now they play with their thumbs.

It's iPhones, iPods, you know, I, I, I...

We don't actually get exercise,

we're eating empty calories.

And it's turning them into fat obese kids.

You have many balls, do you like to play soccer?

-Yes or no? -No, because it's very tiring.

Does your school have gym class?

Only on Thursdays.

-How long does it last? -15 minutes.

When I run, I get tired after 20 minutes,

and people are still running.

When I play, I feel that my legs are heavy.

I can't run well.

Swimming lessons are very expensive,

and I can't pay for that right now.

For the free lessons we'd have to take two buses on each way,

and she's old enough to pay for the ride,

so it's very hard.

Gym classes are good for children's health.

In my kid's school it's only theoretical.

They learn it on the blackboard only.

What do you do on the school break?

We have lunch and sit down until the bell rings.

Whoever runs around is sent to the director's office.

There's a soccer field over there,

but I can't send him alone, because I don't feel it's safe.

How can I send an eight year old kid alone?

Whenever there's a problem,

we have to leave everything to go pick them up.

-What, for instance? -There are shootings.

The police invades the area and we have problems.

He's bad tempered.

Erick, is it true?

-What do you fight about? -Food.

He cries because he wants more

and says he's going to call to police on us,

because we're making him starve.

Isn't it so, Erick?

At school, the kids bring snacks, so he was eating them too.

I told his teacher not to let him eat, specially snacks,

because of the salt, since he has high blood pressure.

He even exchanges his school supplies...

for his colleagues' food treats.

Is it so, Erick? What do you exchange?

-My eraser. -Erasers, pencils.

-What do you exchange it for? -Snacks.

Does anyone here drink soda every day?

-Me! -Me!

What do you prefer to drink, soda or water?

-Coca-Cola. -Coca-Cola.

We wash our breakfast down with Coca-Cola.

I almost went from breast milk straight to Coca-Cola.

He usually drinks one per day.

Do you drink this every day?

-In school, but not at home. -In school, I do.

-Is there any sugar in this? -No!

They like it. I know because I have an 11 year old.

I know they like it. See how they like it?

I think if we had to focus on specific foods

that the top of my list would be sugar drinks;

sodas and 10% juices.

In children, that accounts to an extra 250kcal a day.

So it's a pretty small level of excess calories

that has contributed to obesity.

The calories are not all the same.

If a person has an excess of 100kcal a day

it may result in that person gaining up to 4kg a year.

But if the excess calories comes from fruit,

you won't get as fat as you would

if the excess calories came from sugar or soda.

You should know that calories are different,

and they also have a different fattening potential.

How many sugar packages are inside this can?

One.

-None. -I'd say three.

What if I told you it contains seven sugar packages?

Seven sugar packages in a can? That's absurd!

Seven? My goodness!

If a person drinks one can of soda per day

for seven days, the person is consuming 259g of sugars, approximately

It's quite a bit.

It's a lot.

Man!

Dear Lord!

Do you think it's a lot?

-This is absurd! -I do.

This is absurd.

A person who drinks

one can of soda per day for one month,

consumes about 1.110kg of sugars, approximately.

1110g OF SUGARS

It's a lot of sugar.

1.110kg is a lot of sugar.

Who will continue to drink soda?

-Me! -Me!

I say I won't, but I'll end up drinking it.

Even when you know you're drinking that much sugar?

I can't resist a Coca-Cola.

-Me neither. -I open happiness.

FOR EACH TANK BUILT IN THE WORLD

131 THOUSAND STUFFED TOYS ARE MADE.

FOR EACH GUN SOLD IN THE WORLD

20 THOUSAND PEOPLE SHARE A COCA-COLA

125 YEARS OPENING HAPPINESS

We have reports and many works that show it,

regarding the importance of nutritional education,

that moms put sodas in the bottles of babies younger than one year old.

I'm sure that the mother does that

because she doesn't know she's doing something wrong.

She imagines that since that product exists,

since it has such an appealing advertisement,

and since it's associated with health,

well being and success, there are no reasons

for her not to give soda to her baby.

56% OF BABIES UNDER ONE YEAR OLD HAVE SODAS IN THEIR DIETS

When she was three, I noticed a change in her.

She was drinking a lot of water

and she was urinating a lot.

So I tested her blood,

and we found out she had diabetes.

What does diabetes cause?

It causes a precocious general atherosclerotic process.

All the arteries of an individual

start to become precociously clogged.

And that clogging can cause great changes;

in the sight, ocular fundus,

in the kidney, leading to kidney failure,

in the heart, leading to heart attacks,

in the lower limbs, sometimes leading to amputations.

First I do this test to find out how much to take.

How many times a day do you do that?

Three times a day, sometimes even more.

Does it hurt?

Sometimes it does.

So now I take it out and apply it.

-And where do you apply it? -In my belly.

-Can we see it? -No.

-Are you embarrassed? -Yes.

When I wake up I have to do the test and take insulin.

But I often don't do that.

Sometimes I wake up and go have breakfast,

but I should test and take the insulin first.

After lunch it's the same, but my mom reminds me.

But sometimes I forget.

She asks me: "Have you taken the insulin?"

"No, I'll do it." So I take it and go to school.

And when I come back I do it at night.

We need to make a reservation for your party.

We have to do the list.

Who are you going to invite?

Are you afraid of something because you have diabetes?

I only fear that I might feel sick during the night.

BRAZILIANS CONSUME ABOUT 51kg OF SUGAR PER YEAR

THAT’S MORE THAN 4kg PER MONTH PER PERSON

Carbohydrates are things like pasta, right? Rice?

Carbohydrates? Meat!?

What else is carbohydrate?

Potato. Bread.

Is sugar a carbohydrate?

Sugar? No, it's not.

It's not. Is it? I don't know.

Is sugar a carbohydrate?

No. Yes?

ON THE NUTRITIONAL BOARD OF FAST FOOD RESTAURANTS

THE WORD SUGAR IS REPLACED BY CARBOHYDRATE

Is there a fast food restaurant here?

No. I wish!

-You wish there was? -Of course.

Once upon a time, a long time ago,

there was a camp full of hungry ogres.

And one night they had a great surprise.

When i come to USA

I find the Coca, the size is very large.

And the hamburger are very small in China.

But the hamburger in the USA, has a very big size.

PORTIONS HAVE GROWN

SO HAS TYPE 2 DIABETES WHICH CAN LEAD TO AMPUTATIONS

CUT YOUR PORTIONS CUT YOUR RISKS

THE EXCESSIVE INTAKE OF SUGAR

CONTRIBUTES TO THE DEATH OF 35 MILLION PEOPLE EACH YEAR

THIS IS EQUIVALENT TO THE POPULATION OF CANADA

LEONARDO, 8 YEARS OLD HIGH CHOLESTEROL

-Here we have our clothes. -These are sports clothes.

We like to play war also.

What do you like to eat the most that is not a meal?

-McDonald's. -McDonald's.

Burger King.

Me and him like to go to Burger King

because of the soda's free refills.

You can refill it as many times as you want.

They only give you a cup.

You walk up to the machine and serve yourself as much as you want.

Then you do it again as many times as you want.

What about those toys, do you collect them?

We have a lot. All of them!

You can't compete

against companies with multimillion dollar campaigns.

The advertisement is on TV, it's on the street,

it's on the internet, it's everywhere.

If you go out with your small kid

and you walk past one of those fast food restaurants,

he doesn't see a place to eat,

kids see a place with children's toys.

And the kid demands to go there.

Or he'll go to school

and his friend has the toy that comes with the Happy Meal.

McDonald's is the world's biggest seller of toys.

Avengers, what is our mission?

Saving the world!

Defeating my enemy!

Eating!

Eating?

Can't you see I'm so hungry I became green?

Now you can buy the Habib's Avenger's Kit.

Cups, backpacks, DVDs, and toys of your favorite heroes.

Do you think this character is here

because of the adults or because of the kids?

I think it's there for the kids

to insist with their parents to buy it.

They put the character.

They put a very friendly character of a very famous film

and they put it there for the kids.

There are many kids who throw themselves on the floor

because they want it. I think it's a big cowardice.

I have to be in great shape today, Gary.

Who feels the urge to buy this because of the "Rio" character on it?

Me!

The other day I ate jelly just because of the character,

but I didn't like it.

When we use dear characters from cartoons, for instance,

or from the movies, or from DVDs, and

those dear characters are offered in the market

along with trinkets?

Things that break, things that kids may swallow?

Food products that only cause harm

should be forbidden because it's improper advertisement.

Now you can find surprises from the "Magic School"

inside your Kinder Egg.

Kids will have a big surprise with Max Kinder Egg; a big toy!

We can help to take care of the planet.

The planet thanks you.

Happy Meal, with four amazing Transformers.

When a kid comes here holding a toy

I know that McDonald's is giving out something new.

It's impressive.

There's the Shrek period.

We only see kids coming with those toys.

I know that it's because a kid has to go to McDonald's

to get a little toy.

How often do you think parents should take their kids to fast food places?

Never. They should never go.

LEO, 9 YEARS OLD HIGH CHOLESTEROL AND LEG FATIGUE

Why is Leo on a diet?

Leonardo is overweight and has a high cholesterol rate.

So he's going to a pediatrician at St. Antônio hospital

to reduce his cholesterol rate.

Before taking him to the hospital,

what did he eat the most that now he can't?

He used to eat hamburgers, french fries.

He used to eat a lot of beef.

When you play soccer, Leo,

is it easy for you to run and move around in the field?

Not very much. I get tired easily.

He's a great student. The teacher praises him a lot.

When she's still teaching he has already learned,

but she has to wait for the other kids.

He asked me if he looks better fat or skinny.

I told him he looks good either way.

But he needs to thin up because of his health.

He was about three years old when I got divorced.

It was hard for him to get used to the idea.

He used to cry.

He stayed at the hospital for ten days with a headache.

They did several tests but nothing wrong was found.

When he got out he started to get fat.

So his doctor explained to me that it's due to the anxiety,

his nervous system made him stuff himself with food.

Since he couldn't discuss it, he started to eat.

And now he's like this. But he's going to thin up.

He's already thinner.

One day he asked me if I could buy him a friend.

I think he feels lonely.

"Mom, can I buy a friend?"

"No, son. We can't buy friends, we have to make them."

Obese children, besides being obese,

feel a lot of shame,

because they can't hide their own body.

Therefore, everybody sees that they're fat.

And they always try to find a way to disguise what everybody can see.

They hide their body using a larger t-shirt.

They feel excluded.

Even in the psychiatrist office, after some time,

because it's very hard for a kid to reveal their feelings,

they say how invisible they feel in the classroom.

How they are discriminated against,

and what their nicknames are.

They´re called a barrel, a sand sack

and that is very painful for a kid.

All that combined with how they see themselves. It´s a disaster.

What book did you read recently that you liked?

I've read "The Little Prince" and I've read "Faust".

It's beautiful, right? It's beautiful.

I was sad for the little lamb.

He's kept in a box

and I thought he couldn't get out of the box.

CAROL 8 YEARS OLD

Throw your legs back.

Push it! It's too weak! Push against the wall.

Stronger! Put your hand on the floor.

Push against the wall or you'll fall.

Slowly extend your legs all the way.

Show it to us.

I gave it to my mom for Christmas.

How beautiful. Can you see how beautiful it is, guys?

-And you did it all by yourself? -Yes.

And how did you decide to lose weight?

One day I was watching TV with my mom

and they showed kids eating vegetables

and struggling to get thinner.

I told my mom I wanted to get thinner

and the next day our refrigerator was full of vegetables.

It was very moving. She said: "Mom, I want to be thin."

"I can't make you thinner, but I could help you."

I didn't establish a goal.

I didn't set a timeline for her to lose weight.

I told her I want her to have healthy eating habits,

I want her to be conscious of her own body.

We've talked about it a lot.

She doesn't have a goal for this year.

She has a goal for life.

I used to work at McDonald's for one and a half year.

I was an IT project manager.

I left them because I felt

like I was working for the arms industry or the cigarette industry,

while I had a consumer at home.

I remember when McDonald's,

not only McDonald's but all the fast food chains,

were prosecuted by the public prosecutor's office

to make them dissociate the toys from their food.

I knew that Carol loved going to McDonald's because of the toy

and that hurt me very much.

When they won the case I was very upset,

so I decided to leave. I couldn't go own.

How could I work on a place

that I was hoping it would change for such a long time?

I really think it's an industry

that lives off this kind of exploitation.

They live off this appeal to children.

I felt like a drug dealer working with crack pushers, while

having an addicted kid at home. That's how I felt.

What we are really seeing, kids specially,

but adults as well, addicted to,

and I don't mean addicted lightly, the research really says,

addicted to high sugar, high fat, high salt.

And what happens is, then a simple tomato

with a little salt feels like something that has no flavor.

Our kids tell us all the time:

"The food isn't flavorful enough in our schools.

And it's not because it's not flavorful enough,

it's that the salt is a reasonable amount

instead of what there is in highly processed foods.

To create a new flavor of Ruffles for the boys,

we've analyzed what they think.

Woman, woman, woman, woman, woman, woman...

The ad for Ruffles that shows the boy thinking only of women

to sell chips full of fat and calories...

and it shows a girl thinking of shoes, boys...

In theory they take advantage of what the youth has.

It is abusive because it links, for example,

a success in love or a sexual success

with a chip full of calories and lots of salt.

From the scientific point of view, maybe it's the opposite.

If you eat a lot chips you'll might have a bad performance.

Woman, woman, woman...

Hey, woman was created from a rib.

New Ruffles Barbecue Rib.

-Do you know this product? -Yes, I just ate a whole package.

Is there fat in it?

Yes, there's always a little bit.

You don't feel much, it's very dry.

What if I say that it contains 77g of fat?

In this package, 77g? It's a lot.

You can make beans, rice, macaroni for the whole week.

I wonder how much I have eaten just in those chips.

I'm impressed.

Children can´t eat all that oil.

That's only one package. What if they eat two?

One day I told my son that chips were bad for him.

He said: "But the guy from the TV ad was eating it."

"If it was bad, mom, he wouldn't be eating it."

How can I explain?

WARNING: THIS PRODUCT CONTAINS 77G OF FAT

AND IF CONSUMED IN EXCESS MAY CAUSE OBESITY

AND TYPE 2 DIABETTES.

This is the TV room.

And this is the guest room.

-And whom do you live with? -I live with my mother.

-And where does she work? -At my grandma's shop.

-What does she sell? -Cookies.

-Do you go to school in the morning? -In the afternoon.

What do you do in the morning?

I sleep until late, wake up and watch TV a little.

And in school, what do you buy?

A soda and a snack.

What snack?

One nugget like this, on a stick.

-Is it fried? -Yes.

-And what's this? -Potato.

-Do you like it? -No, only when fried.

-And what's this? -Potato chips.

-Do you like it? -Love it!

I like this one too.

It´s a snack made from corn and sunflower oil,

so there's very little fat in it.

So is it a good product?

Of all the things in here,

I chose Ruffles, this one and Coke.

Fruits can't compete with snacks.

Why do you think so?

Because they are more delicious!

Parents have the habit of saying yes

to any gadgets that the kid wants.

And the kids don't really know what to have.

So they're depending on what their friends tell them,

what is more entertaining...

And, in this, nobody ever asks:

"Is this going to get any meaning in the kids life?

Or is just going to be one restless search for meaning,

and then another, and then another,

and never being satisfied therefore always feeling out

the vacuity of the situation with snacks."

If we're really entertained, why do we need snacks?

Nobody needs snacks when the entertainment is solid.

What do you like to do the most?

To watch TV.

Do you watch TV every day?

When I arrive from school I go straight to the TV.

My two-year-old son now only sleeps

after he sees Pocoyo and Barney.

And that usually happens at 11PM, 11:30PM.

There's a direct relation between hours watching TV and obesity.

It's a study that was repeated, confirmed and reconfirmed.

All the studies that tried to associate

the number of hours spent on the TV,

and on the computer, since it's the same phenomenon,

with obesity, showed the same results.

The more hours watching TV, the more the obesity.

Children transfer their dreaming capacity

to the little screen.

The cartoon dreams for the children.

The story, the movie fantasizes for them.

Do you like to watch TV?

Yes, I spend all day on the TV and on the computer.

When you see food ads on TV, do you feel like eating them?

I do.

OVERWEIGHT CHILDREN INCREASE THE CONSUMPTION OF JUNK FOOD BY 134%

WHEN EXPOSED TO IT’S ADVERTISING

What we're really doing is, we really are... Think about it.

You're not saying you're just in front of the TV,

you're saying: "I'm babysitting you with the TV."

Which that idea is you brought in another person, right?

But you didn't bring in just somebody,

you brought in sales people.

You know? If you needed a babysitter for you kids,

would you call up and say: "I would really love

to have a Harvard educated sales person

come over and spend some time with my kids this afternoon,

because I have some errands that I've got to run"?

I don't think we would, but that's what we do.

I don't think parents realize

how often, when they're at the grocery store

the conversation is not between them and their kids,

it's between them, their kids and some Harvard MBA,

who has injected himself into the conversation.

He's in your family, he's in your shopping cart.

That's not Kinder, how disappointing...

-Super Kinder! -Great toy!

You found it! Maxi Kinder Egg!

One of the biggest tragedies about letting marketers

have unfettered access to children

is that advertising and marketing actually undermine creative play.

The bestselling toys are often toys linked to media,

and/or they're toys embedded with computer chips

that all kids have to do is press the button

and the toys jump, sing, dance, and do things by themselves

and the kids are just there pushing a button.

And it's not useful to them,

and it's not even really interesting to them.

And that is an advantage for marketers

because if a toy markets really well,

and it looks really excited, and then they get it home,

and the toy isn't interesting for very long.

Then what happens? The child wants another toy,

and the parents will go out and get another toy.

I did a study on the advertising and marketing techniques

used by soft drinks and fast food companies

around the world.

The language they use

about how they aim to get under the skin of children

was alarming to me.

I think it's very disturbing, remembering that these kids

are often under the age of 12, under the age of 6.

"We get them now, they have this habit for life."

CUBS

When you see food ads on TV,

hamburger, cookies, snacks, what do you feel?

Before, I would ask mommy...

"Mommy, let's go to those places!"

But now I even feel sick when people eat those things.

Why do you feel sick?

Because I know they will be like me, overweight.

And that will be very bad.

McDonald's Happy Meal brings you the most famous doll in the world

and the fun and fantasy of "Barbie, I want to be".

The remote is a sword

The cushion is a shield

A wooden spoon is a magic wand

She has the family, the school, but also the TV,

and the TV is a magic world.

The TV comes with the ads that you look and say:

"This is ridiculous, it doesn't exist."

But the people watching it get fascinated

so the ads make the kids want to buy their products.

Childhood is a great adventure.

Toddynho, your child's adventure buddy.

-Do you know what's that? -She knows it well.

Who likes it?

-How many do you drink a day? -Two...

Or four, if I let her.

I think it has one sachet, it's so small...

I guess three sachets...

There are six sugar sachets inside it.

29g OF SUGARS

It's almost half of the box.

I think it's important to communicate with children.

The child is a citizen, an individual.

To pretend children don't exist and only talk to their parents

is to deprive the kids of their right to choose,

of their judgment capacity.

In the perfect world where children were actually

little full grown humans, that would work,

but they're not equipped. And so...

We don't allow drug dealers anywhere near our schools either.

DAYCARE SCHOOL - RIO DE JANEIRO

To say that the TV competes with the parents authority

is to assume that the parents are a total failure.

If you can't talk to your child

about what's happening on the media,

you are really being an incompetent parent.

I work from Monday to Sunday.

From Monday to Monday, in a way.

I have one day off a week,

but sometimes I can't afford to take it.

And it's difficult. I don't have control.

The difficulty is not only mine, all parents have it.

We live in a permissive society

which allows this.

I've heard people saying

that parents who can't say no to their kids are losers,

and that's cruel!

The parents suffer all the harassment

not to mention the problems to run the house.

They work all day, pay heavy taxes,

and they have to deal with the child's wishes

because of all the pressure.

This dirty war damages the education

and the parents can´t be blamed.

Every parent deals with that.

I'm sure all the parents would applaud

if the ads for children were banned, because

that would be one less problem at home.

I worry a lot when we begin to try to forbid

the communication of things that are not forbidden.

If the product is for sale...

There are lots of government agencies to deal with that.

You have to put vitamins, flour, more or less sugar...

The authorities have the knowledge

and the producers have to comply with it.

You can sell it, you can produce it,

but you can't say that it exists?

We can't talk about it, but we can eat it,

sell it, make it? If it's bad, don't make it.

I think that companies are really good at telling the FDA

"to get out of my business", they're really good

at telling government "get out of my business".

And they've got that perfected.

The FDA and the industry,

they're one and the same, it's a revolving door.

ANVISA IS CRITICIZED

FOR HOLDING A SPONSORED EXHIBITION.

EXHIBITION WITH INFOGRAPHICS ABOUT OBESITY

IS SPONSORED BY COCA-COLA.

"OBESITY THROUGH THE EYES OF INFOGRAPHICS,

SPONSORED BY COCA-COLA."

THE US GOVERNMENT SPENDS U$51 MILLION MARKETING HEALTHY EATING AND EXERCISE

WHILE THE FOOD INDUSTRY SPENDS U$1.6 BILLION ON ADS

PROMOTING FOODS HIGH IN CALORIES AND LOW IN NUTRITION TO KIDS

You can always tell who's in control

based on the size of the buildings.

So when the kings were in control, their castles were bigger.

When the Church was in control

their cathedrals were bigger than the castles,

and the kings went to work for the Church.

When the States were more powerful,

their capitals were bigger than the cathedrals,

and the Church went to work for the State.

And then, now, the corporate towers are the biggest things on earth,

by far, by the way. It's pretty dramatic.

And the State, the former power

always goes to work for the new power.

So, the job of government

is to go to work for their discrete set of corporations.

They work for the corporations.

THE MINISTRY OF HEALTH CONCEDES THE TITLE

OF "HEALTH PARTNER" TO MCDONALD'S.

And I know it's easy to slack off government

and I'm sure it's a hard job. That's what I've seen.

However, most people from big, big food business

are really clever.

They're really clever.

And possibly they're nice people.

Possibly.

And you got to understand that they're really strategic.

They're really clever. They've got money and marketing.

And they've got a product,

and they're way more strategic than any government in the world.

Just get that.

So you've got to look at nutrition transition,

or the change of food,

or the change in fucking health, as a war.

Instead of shipping in guns and tanks,

they're shipping in food, junk food, sugary drinks,

Right? You know the drill.

So you've got to think of it like that.

Did you soil yourself, Clara?

Now she’s mad.

All of this, for us, is part of the documentary.

For us, it´s the reality.

-Call Rafaela. -Is that cookie good?

-Do this: "Hmmmm..." -I want it!

When you go to the market with your children,

the kids won´t care much for the vegetables and fruits,

but in the alley of snacks, cookies and chocolates,

they'll ask for 2 or 3 of each one.

And it is right there next to the teller.

When you're waiting there, they are there, impatient,

they pick up something, you say no once, twice...

You end up giving in.

You end up buying what they ask 10 times out of 30.

It's not easy to say no but you have to,

otherwise they'll want more.

They have no limits. If they don't have limits,

how will the kids be in the future?

Let me see if you´re dirty, your dad never knows.

-She´s not dirty. -It´s the other one.

Good food can't be expensive.

Today, the most unhealthy foods

are cheaper than the healthier ones.

That is an inversion created by people,

and that's got to change.

Don´t cry!

What do you eat here?

-Rice, beans, chicken... -Pasta!

-And pork... -Pork?

And pasta too.

Do you buy vegetables?

Only tomato, potato...

-Carrot? -Hardly ever...

-Here. -There's nothing on the other side.

-What's there in the pot? -Water.

Is it hard to buy fruits?

-Yes. -Why?

They only sell it in Campo Maior,

and we go there just once a month.

-Is it hard to find vegetables around here? -Yes, only there.

-What do you have around here? -What do you mean?

If you need food, what do you have?

There's everything in the markets,

rice, beans, sugar, everything but fruit.

They don´t sell fruits and vegetables.

VICTOR -10 YEARS OLD HIGH CHOLESTEROL

This is Maria Eduarda,

this is my mom,

this is my dad,

this is Carlos Eduardo.

This is me,

this is my grandma, my uncle Vágner...

Do you like to eat salad?

-And vegetables? -No.

-And what is this? -Milhito.

-What is it made of? -Meat.

-And what's this? -Potato.

-Do you like it? -Yeah.

This?

-Onion? -No.

In school, there's lunch or snacks?

Snacks, we buy it with our money.

You have some money to buy snacks?

My mother gives me.

-How much does she give you? -2 reals.

-And what do you buy? -Fried corn snacks...

She gets 2,50, 5 reals...

Hot dog.

-You buy snacks? -And soda.

-Is it expensive or cheap? -Cheap.

-How much? -1 real.

-1 real? -Or 1.25, it depends on the brand.

When you open it, how many do you eat?

I eat everything.

FAT - 30g SUGARS - 50g

One package of these cookies is equal to

you know how many French rolls?

It's equal to 8 French rolls.

Only one of those packages.

I tell the mother: "Do you imagine your child

eating 8 French rolls for breakfast?

Is that what you want him to eat?"

I wonder if so many things are taught in school,

even sex education,

why isn't there nutritional education?

We've got to look at what kids eat,

and what they know about food

as part of the educational experience.

Because there's nothing that we do numerous times a day,

in our whole life, besides eat.

We may not read numerous times a day.

We certainly may not do algebra many times a day.

We probably don't do science numerous times a day.

But what do we do numerous times a day

for every single day of our lives? It's eating.

And that should be just as important in educational experience

for our children, as reading, writing and arithmetic.

Where´s my towel? I´m cold.

When a school cafeteria is not seen as a business

but as a learning place, a didactic space,

you somehow control the schizophrenia.

The teachers teach in science and other classes

what is a healthy diet, the children go to the cafeteria

but there's nothing of what they've learned.

I have a patient that is ashamed to take fruit to school.

And I say that it's important for him.

Do you know what they do?

They take the banana or apple, lock themselves in the bathroom

and eat them locked inside so nobody can see them.

The child doesn´t like to bring fruit instead of the juice in a box,

first off, because it's different, and nobody wants to be different;

and there's always an implicit hierarchy of values,

and a juice from the box is more expensive than a fruit.

And nobody wants to feel inferior.

Implicitly there's a code of purchasing power

where the child who doesn't have this power feels ashamed.

On the other hand, parents feel proud

to be able to give to their kids

consumer goods, such as toys, sodas.

First, because many of them didn't have that.

So they are able to give something to their kids, that they didn't have.

Second, they don't let their kids be segregated.

Because kids who take fruits are seen as different.

And you can expand that to clothes, vacations, travels,

the sneakers' brand and the pen's brand.

Recently, my friend ate a salad,

but he said he ate a lasagna.

But he confesse to me he ate salad, rice and beef.

He said it was poor people´s food.

Today, macaroni with frozen ground meat.

And tomorrow?

French rolls... with something to drink.

-And hot dog too? -Yeah, hot dog.

And what kind of chicken breast is it?

It comes in a can.

-And the ground meat? -Also comes in a can.

-And the beans, do you cook? -Also comes in a can.

-What do you cook here, rice? -The rice.

Rice, macaroni...

Rice, macaroni... Yeah, just that.

Mechanically separated meat of birds. Chicken and turkey.

Bovine meat, water, pork bits.

May contain heart, liver and stomach.

Soy protein, pork fat, maltodextrin,

salt, manioc fecula,

condiments, rosemary extract,

acidity regulator, sodium lactate.

Stabilizers: Sodium polyphosphate.

Natural aroma of smoke and nutmeg.

Antioxidants: Sodium erythorbate.

Sodium nitrite as a preservative,

urucum pigment.

And it´s gluten-free.

When you have dinner with your wife, is the TV on or off?

The TV is on.

When have you last had a meal with family?

I don't remember.

You eat more times on the sofa or at the table with your family?

More on the sofa.

When I was a kid living in that little village,

I loved a can of Coke,

and I'm sure many of you do.

And on someone's birthday we used to go to McDonald’s.

And we'd get in a boat, and we'd wear a hat...

and we'd have a nice little Happy Meal.

And we'd go swimming afterwards, it was great!

But the thing has changed,

is that these foods aren't treats anymore;

they're becoming part of our diet.

I've worked in so many communities,

in England, Australia, and America,

where these are not treats, these are dinner,

breakfast, lunch.

And forget water, by the way, guys!

I've seen so many families that only hydrate on sugary drinks.

What happens is they die young, end of, end of story.

Let's come inside.

-Where do you eat? -At a self-service.

A steakhouse, a restaurant, wherever it´s possible.

When was the last time you two had a meal at home?

Not long ago. We did it once this week.

Last week, today is Friday. No, Saturday... Friday.

-How many does she drink a day? -One or two.

I consider it very practical.

You drink it inside the car when going to work.

Since every day I'm always at work,

I want them to be fed.

At home, sometimes, do you all have lunch together?

Mom says a prayer, then we have lunch,

then we drink juice.

And how is the prayer?

Lord, I thank for this day and for this meal.

We hope to always have plenty of food on the table.

So be it, thanks to God.

Is there a lack of anything in your life?

It lacks meaning.

-Everything's ok? -Yes, come in.

LUANA -11 YEARS OLD THROMBOSIS AND ARTHRITIS

My father sleeps here in the living room,

I sleep here, my mom there and my brother there.

-What is that, Luana? -My makeup.

-Are they yours or your mom's? -They're all mine.

Where did you learn make-up?

On the internet.

-Are you afraid? -Yes.

But I trust you.

-What does she likes the most? -She likes to eat everything.

McDonald's, snacks, soda...

How often do you like to drink soda?

I drink it every day.

And your health? I've heard you had a problem, what was it?

I had arthritis and thrombosis.

And what did you feel? What happened?

I stopped walking, my leg hurt, I couldn't walk.

I couldn't move my arm well.

-And how long did it last? -One year, almost.

It was awful!

We went to the pediatrician,

she asked us to take her to the hospital.

It was awful! The worst days of my life!

Did they give you some advice for that not to happen anymore?

They told me to lose weight, that it would get better.

Then it got better,

but they told me to lose weight so it would not happen again.

-When was that? -In 2008.

Since then, did you manage to lose some weight?

No.

-Is it too difficult? -Yeah.

There was a time in history when people would consume

what they needed to consume.

They had a much more direct relationship

with utility than with quantity.

Nobody needed 15 pairs of shoes,

nobody needed 20 different pair of pants.

The main product of the companies today are the consumers,

they produce consumers.

They need to continuously produce consumers,

unsatisfied consumers that need to consume more and more,

or the cycle breaks.

We eat exaggeratedly here

The barbecue sauce is very big.

This is a 3 liters Coke.

We drink one per day.

We drink a lot of Fanta too.

Grape juice.

Schweppes Citrus has a lot of sugar too.

We also eat whole wheat products, like those crackers...

Chocolate syrup for the ice cream.

Popcorn.

-Peanut, we exaggerate sometimes. -Sandwich cookies.

When we open a package, we eat it all.

We drink milk with Nescau, this is strawberry flavored.

Ana Maria cakes. Noodles.

A chocolate bar.

You put this on the ice cream to make it sweeter.

Portion: 7,8 grams. Sugar: 5,5 grams.

This is the refrigerator.

Mayo.

They told me to take a picture in trunks.

So I took the picture,

but I didn't know what would happen to it.

They told me it would be in a cool magazine,

I've got very anxious, I thought it was going to be very cool.

So I looked at the magazine and bought it.

When I saw it, it says that

when I'm above water I'm chubby,

and below water they put another person

with a skinnier leg.

I was upset.

Beetroot.

Do you like beetroot?

It's good for my high cholesterol.

-What? -It's good for my cholesterol.

Do you have high cholesterol?

It's alarming from the health point of view,

we are losing our food culture,

the absence of unprocessed food in our plate is alarming.

And from the cultural point of view it´s impovereshing.

Some people find it fascinating

to go to anywhere in the world and eat the same thing.

I'm absolutely terrified by that.

What defines a people more than what they eat?

WARNING: BREASTFEEDING AVOIDS INFECTIONS AND ALLERGIES

AND IS RECOMMENDED UNTIL 2 YEARS OR MORE

Milk, chocolate again, black and white,

-Cookies. -Chocolate...

What is this? A milky drink.

And more candy.

We bought just the basic today.

-What is your child's name? -Guilherme.

-How old is he? -6 months.

GUILHERME -6 MONTHS ALLERGIES

I think in the beginning, 20 years ago,

pediatricians dealt with malnutrition.

Today, we have a boom in obesity.

And pediatrics have to deal with that.

There is a premature weaning,

mothers don't want to breastfeed,

they want to make artificial milk to the babies.

There is still that image that a chubby baby is healthy.

He drinks three bottles of dehydrated milk,

three bottles with milk with rice

and one time breastfeeding.

Where did you learn to give dehydrated milk?

With my mother.

85g OF SUGARS

146g OF SUGARS

176g OF SUGARS

SANTO ANTÔNIO VILLAGE MOURA INDIAN TRIBE

Whenever I see a fish, I shoot it with an arrow.

My name is Altair Moares de Carvalho,

I'm the deputy chief of Santo Antônio.

My name is Ozeia Lima dos Santos,

I'm the health officer and chief of this tribe.

I'm the shaman of the Santo Antônio village.

Some days they manage to eat three times.

A breakfast, a coffee with tucumã,

with tapioca cake.

Here it is, the tucumã.

Our tucumã from the Amazon region.

Which industrialized goods do you buy most here?

Canned products, hot dogs...

and other stuff.

-Soda? -Yeah.

Cookies, milk...

-Snacks? -Yeah.

Which food from the market do you prefer?

Cookies.

Have you eaten this product here in the tribe?

Sometimes when we have money, we buy this noodles.

We heat some water, and when it is boiling,

after threes minutes it's ready.

-Do you think it's healthy? -I think so. It's healthy.

On a school trip, I saw kids having a snack,

they were eating a cupcake. And I was starving.

So one of the teachers gave me a cupcake to try.

It was too artificial, very bad.

It tasted excessively artificial.

So I kept it.

And here is the cupcake. It's one and a half year old.

Since then, no other living being became interested in it.

Not even a fungus! It's not moldy.

It has some filling but even that is intact.

I mean, no other living being is interested in it.

He told his Granma that he needed a hole in his gut

to drain the fat out.

When he walks too much, his legs hurt,

but I guess it's just his weight.

-What about soda? -Not that much.

We drink a lot of juice.

Boxed juice or do you make it?

No, it's those powdered juices.

La Frutta Nestlé is here. Naturally delicious.

La Frutta Nestlé, delicious by nature.

28g SUGARS AND ONLY 1% OF FRUIT

Costumer service Kraft Foods.

The package says it's made with whole wheat flour.

Is it 100% whole wheat flour or is there any other flour?

100% whole wheat flour.

But what about this other flour with iron and folic acid?

Right, the whole wheat flour was added.

It has the ingredients, but we added whole wheat.

So it's not just whole flour, it has white flour too.

Right, we just supplemented with whole wheat flour.

And what's the percentage of whole wheat flour?

Just a moment. I'll check.

I checked it here,

this formula is the company's intellectual property.

So we don't have that information here.

When a product has no trans fat is it a good product?

When it says "zero trans fat".

It means it's good for the heart, it isn't as harmful.

Milhitos.

-What does it say there? -Zero trans fat.

-What does it mean? -That there's no fat.

So what does it say about this product?

It doesn’t harm your body.

Quite the opposite, It does something good to your body.

When, for example, you buy a juice box that says "nectar",

don't you imagine you're eating what is purest in the fruit?

Because nectar gives you this idea,

of something essential,

but no, nectar is the one with more sugar and less fruit.

But do you think there's juice inside?

I buy it because I believe so.

To make a drink like Del Valle is not just squeezing fruits.

You need caring to select the best fruits,

realize the differences between them

and find out what makes them special.

The same caring from mother to son.

Del Valle Our secret is caring.

BEWARE -This product contains 145g of sugar

and may cause obesity and type 2 diabetes.

In a liter of this product, there's 145 grams of sugar.

It’s more than in a Coca-Cola.

-What is this made of? -Grape!

BEWARE -This product contains 270g of sugar

and may cause obesity and type 2 diabetes.

Today I'll kill Fanta Grape soda.

-I'll kill chocolate milk... -The juice and the chocolate milk.

Actually, I'll kill those who make them.

LION

AFRICAN ELEPHANT

DRINK BETTER. LIVE BETTER.

NESTLÉ IT'S GOOD FOR YOU

SPIDER MONKEY

Obese children are no longer "children",

they are just seen as obese.

The word "child" no longer exists to that child.

They are no longer legitimized as children.

Their identity is their form.

So the precaution is to rescue the word

and the recognition of the child,

then obese, or beautiful, ugly, tall...

The word "child" is lost to an obese child.

A CHILD BURN ABOUT 200 CALORIES SWIMMING FOR 30 MINUTES

88 CALORIES THE EQUIVALENT OF 12 MINUTES SWIMMING

738 CALORIES THE EQUIVALENT OF 1 HOUR AND 50 MINUTES SWIMMING

1000 CALORIES THE EQUIVALENT OF 2 HOURS AND 30 MINUTES SWIMMING

The power that a consumer has is enormous

because you have the dollar.

It's the only thing that you have that the company wants

and that they've got to really go through you to get.

If you know what your values are,

and you set your values,

and you say: I'm going to buy

the kind of future I want to see in the world."

By only purchasing from companies that match my values,

you'll absolutely scare the bejesus out of companies.

In a good way.

And they will love it. In the end, they will love it,

because all these people in companies are not mysterious,

they're moms, dads. Same exact problems,

same car rides, same kids with tantrums.

In the end, they're not happy with this system either.

So, as a consumer,

you can lead them to lead this revolution.

I think parents have a real role to play

in obesity and diabetes in our country.

I think that there's a lot of things they can do.

You need to make real food part of daily lives.

You need to shop with kids,

cook with kids, garden with kids.

You need to make food a core value.

You have to sit down and eat with your kids.

If parents would just turn their television sets off.

Just turn them off.

Say: Ok, there's too ours of television a week, or something.

Go outside and play.

We have to get those parts of our lives back.

And until we do, and if we don't,

we're going to see these problems with diabetes

and obesity just skyrocket.

At first, at dinner, it might be a little awkward,

to look at your dad, mom or son in the eye

and ask them how their day was, or how their food is,

or if they want to try to make the food some other way

or if they want to prepare it together.

But if we insist, it may turn into a moment that

solves or improves things that go far beyond food.

My wish

is for you to help a strong sustainable movement

to educate every child about food.

To inspire families to cook again.

And to empower people everywhere

to fight obesity.

OF EVERY 5 OBESE CHILDREN, 4 REMAIN OBESE AS ADULTS