“Big is Beautiful” is a campaign launched by H&M, a clothing company, which displays “plus-size models” ranging from sizes 16 to 30 (Rawi). The campaign was launched because designers saw the potential to appeal to younger people by expanding their products to larger sizes and better fashion. While the campaign was primarily aimed at increasing sales to more women, people took the campaign name and turned it into a glorification of obesity rather than accepting being " thick ". The campaign's exaggeration caught the attention of many overweight and/or obese women who saw it as an opportunity to excuse their unhealthy body shapes. Being confident is a positive quality, but being obese is not. Obesity can lead to heart disease, heart attacks, diabetes and many other health problems. Although inappropriate thinness and eating disorders are not positive qualities either, dieting and exercising 3-5 times a week can help achieve a desirable body.