I think they are trying to create some obvious consequences of obesity faced with growing levels of obesity in both children and adults. The obvious consequence should be your health will suffer, but then the obvious answer to that is "the NHS will sort it out". That's the bit they are trying to break the link with.
My parents have both been obese and have had various health issues (knee joint replacements, mini strokes, heart issues, borderline diabetes, high cholesterol, high blood pressure) that are likely linked to their obesity but they DO NOT connect their weight AT ALL with these health issues. It's just "something that happens" to people.
It has been very frustrating sitting in hospitals over the years knowing that their obesity (and not taking care of their health i.e. excersise, drinking etc) has contributed at least if not caused their health issues.
My mum has been 6 stone overweight but still thinks she's "not that bad" compared to some people and when she's got flattering draped clothes on and her hair and makeup done. She judges it purely on looks though, again, she DOES NOT think about the health issue at all. The current "fat and fabulous" movement makes it easier to ignore the health angle too.]
I am relieved to say that they have both been on a healthy eating plan and have since lost weight, taking them into the overweight category instead of obese.
So back to the point, I think something that draws attention to the consequences of obesity and directs people back to taking responsibility for their weight... it's not perfect, but I think it has to help in some way.