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A public health initiative to combat childhood obesity in Georgia is getting what it intended: attention.

At this point, many people’s eyes glaze over when they read the three words “childhood obesity epidemic.” We all know it’s a scourge, that it’s claiming nearly 20 percent of children and adolescents according to the Centers for Disease Control and Prevention. It’s so bad, it’s almost become like its opposite, foreign famine. Something we know is terrible, but we believe too enormous to tackle individually.

So Children’s Healthcare of Atlanta decided to take a new approach to addressing the issue. Its Strong4Life campaign focuses on how devastating obesity can be for an individual child.

The results are bracing.

Here are three of the campaign’s video spots.