I had overweight people in mind. For both cases I'd argue that emphasizing the benefits of healty weight and the means of getting to/staying at that weight is the more effective approach, though.
I've definitely have zero science on this and these are anecdotes so keep that in mind but I know a ton of people who maintain healthy weight so they look good in a bathing suit. I also know overweight people who are _only_ motivated to lose weight due to health concerns (and still really struggle but I've seen more movement from that angle), they also feel the social pressure but it's not effective.
I think it's important to not lose sight of the fact that maintaining a healthy weight is a challenge for nearly everyone and undermine what is currently working for those who are not overweight.
Furthermore, I think obesity has somehow found it's way to be more in line with the LGBT style movements of acceptance/tolerance instead of the changing view of addictions as disease instead of character flaws when it clearly should be much more like the latter.
