1. Disney’s Habit Heroes: One Big, Fat Failure Fat is the new evil?

2. Habit Heroes • The Walt Disney Company and • Florida Blue Cross and Blue Shield • Soft opening: February 2012 • Located at Disney’s Epcot theme park • Intention to show guests the importance of making good health decisions.

3. Habit Heroes • Heroes: Will Power and Callie Stenics

4. Habit Heroes • Villains

5. “Fat people are bad.” • "We're appalled to learn that Disney, a traditional hallmark of childhood happiness and joy, has fallen under the shadow of negativity and discrimination.” • - The National Association to Advance Fat Acceptance

6. “Fat people are bad.” • "I just can't believe somebody out there thought it was a good idea to pick up where the school bullies left off and shame kids on their vacation.” • - Dr. Yoni Freedhoff, an assistant professor of family medicine

7. “Fat people are bad.” • "You want to promote good heath? Start by looking at your own sugar and animal fat-laden menus." • - Mary Elizabeth Williams, • Salon Media Group writer

8. Company Response • "Our goal is to ensure that the attraction conveys a positive message about healthy lifestyles in a fun and empowering way.” • - John W. Herbkersman, spokesman for Blue Cross and Blue Shield • "The attraction is currently closed as we work to further refine the experience. Our goal with Habit Heroes is to make sure it conveys a positive • message about healthy lifestyles in a fun way.” • - Kathleen Prihoda • Disney's media relations manager

9. Habit Heroes 2 • Disney Imagineers took input from national experts in children's health, weight and nutrition, an obesity expert from Stanford University and a nutritional scientist from Cornell University • Reopened Jan 2013 • Same name and location • New characters: Director Jim, Agents Quench, Dynamo, and Fuel • No more villain characters • New enemies: Dehydration, Inactivity, • and Poor Nutrition

10. Habit Heroes 2 •  ”We really thank Disney and Epcot for listening to our concerns. We appreciate that they heard us and took the necessary steps to tailor the message for every person, not one segment of the population.” • - Peggy Howell of the National Association to Advance Fat Acceptance  • Guests liked the new message

11. Page Principals • Tell the truth • Prove it with action • Listen to the customer  • Manage for tomorrow • Conduct public relations as if the whole company depends on it • Realize a company’s true character is expressed by its people • Remain calm, patient and • good-humored

12. Impact • Minimal damage • Immediately responded to feedback • Immediately closed attraction • Minimal crisis exposure

13. Questions?