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The latest: Women’s health groups are getting on the bandwagon to stop the obesity crisis. Many of the country’s most powerful non-profits and advocacy groups are teaming up to get the message out. Obesity costs. Whether the focus is on the same advice of lifestyle changes as it relates to diet and exercise (the “energy balance” school of thought: getting fat is the direct result of the consumption of too many calories and not enough activity to expend them), or to being more slightly on the alternative side of thinking, that not all calories are created equal. Either way, the people behind the movement to help stop this seemingly cosmetic epidemic agree that the issue goes way beyond people being fat. It relates to the toll obesity takes on the national (insurance costs, disability, etc.) and especially, personal aspects lives (health, finances, careers, and more). Even the smallest groups and organizations are mobilizing volunteers to get in on the action, holding rallies and talks, and partnering with local businesses to get support for the cause. A case in point is the partnerships of local South Carolina business, Yogurt In Love, with the combined groups of state chapters of the Red Cross, ACLU, and AWS, just to name a few. Holding an event like this outside a local frozen yogurt franchise shop—volunteers have approached franchises such as Pinkberry, Tutti Fruitti, and Orange Leaf—has proven to be an effective and convenient way to reach the target audience. The popularity of the venues ensured the turnout of the most influential decision makers in the household: women. Generally more concerned and open to receiving health-related news and information, people who frequent establishments like froyo shops are already marginally aware of the health component of their food choices. Increasing and refining the information they have is key in laying the foundation in the fight for better health and frozen yogurt nutrition and the down the road, obesity. The initial success of the program has prompted the expansion of its implementation. Soon, the whole country might be getting better informed about their health, diets, and the cost of being obese—and how to avoid and remedy it—and all on their way to a getting a cup of sugar freefrozen yogurt.