I agree 100% that obesity is getting out of control in America, and so are the excuses and the acceptance of the problem. A very small percentage of the population actually has medical problems that lead to obesity..there are no excuses for the 99%.
The campaigns and articles that show chubby women that proclaim this is what "real" or "healthy" women look like is ridiculous. If you take a random cross section of the population from 50 years ago along with a random population from today, you'll see real and healthy is an additionally 25 pounds.
Culture these days is too concerned with offending people or hurting their feelings even when the cold truth may be absolutely warranted and necessary...like Roosh stated in the ROK article, a splash of cold water to the face / humiliation can create motivation and improvement. You get your ass kicked in a fight, you take up BJJ and weightlifting. You stumble over your words and can't communicate in a foreign country, you study the language harder. Humiliation in any form is a powerful social pressure that can motivate people greater than any other force.
That being said, I think this Fat Shaming Week is misguided and will be counterproductive. Calling a bunch of feminists fat on twitter is just going to damage the cause. 10x the amount of people will come to their defense, call them beautiful reassure them that Roosh and whoever else are just a bunch of "creeps" who can't get laid. The best way to put pressure on them to adopt a healthy lifestyle is to stop having sex with them. If they can still get the attention and the love of men, what motivation would they have to lose weight? This whole idea just seems like an easy way to discredit the cause. I can just see the Jezebel headlines "Rape Advocate Roosh V Bullying Healthy Women On Twitter."
I think everyone can come up with some better ideas on how to help nudge beauty norms in the right direction.