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The Adkins Diet Campaign

An old advertising principle that is still followed today states the following: To make your message believed; Simplify it and then continually repeat it.

Do you remember when you could look at tables around you at a restaurant and notice that there would be plates of meat and bacon and cheese. All of a sudden, no one was ordering potatoes or bread. It became a national obsession to “lose weight by eating as much fat as you want”. Maybe not quite that bold.

Dr Robert Atkins first released his book in 1972 titled Dr Atkins Diet Revolution.  In 2002 it was revised, but the new version relied on the same original concepts that you just needed to limit your intake of carbohydrates. I would even see Dr Atkins give the opinion on how healthy this meat intake was for the body because it was principled that a low carb diet produced a metabolic advantage  “because burning fat takes more calories so you expend more calories”

When I read that last sentence, it takes me to the principle of advertising, first mentioned in the blog. It was the message that was simplified and then continually repeated until believed.

The Medical community attacked the diet and Dr. Atkins. Even the FDA took offense to it. Despite that, Dr Atkins personal net worth reportedly soared past $100 million.

In a Dateline interview with the Dr. and his wife, Veronica Atkins bemoaned that the media, FDA and medical community were “tearing him apart. And all he has done, he has helped people. He never wavered. For 30 years, he never wavered once he discovered the truth”.

In 2003, it was reported that Dr Atkins had slipped on an icy sidewalk while taking a walk and died. Then, an official confidential document from the New York Medical Examiner’s Office was sent to the media and Atkin’s critics. It indicated that Dr. Atkins had weighed a robust 258 pounds on his six foot frame, at the time of his death.

The notes also showed a surprising medical history. He had a prior heart attack; suffered and been treated for congestive heart failure and hypertension.

The Atkins Diet company went bankrupt and was widely based on a public who believed that the diet had killed him. A campaign that was no longer believed.

DID YOU KNOW that fourteen years before the Titanic sank, novelist Morgan Robertson published a novel called Futility. The story was about an ocean liner that struck an iceberg on an April night. The name of that ship… The Titan

And for pic o’ day:

Dog on seat

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