Reverse Liposuction "set to end World Poverty"

LONDON, January 26, 2011 /PRNewswire/ -- More than a third of Britons (38 per cent) have said they would sign up for a new weight loss treatment that would see their excess fat siphoned off - and donated to starving people in Africa and the developing world.

The findings, from international development charity Practical Action (http://www.practicalaction.org/fat-of-the-land/fat-of-the-land-video) , come as internet videos purporting to be from a Harley Street cosmetic clinic (http://klaxoninstitute.co.uk/) offering so-called "reverse liposuction" have been revealed as a spoof.

Thousands of people fell for the videos ( http://www.youtube.com/user/KlaxonInstitute), which claimed the Klaxon Institute (http://www.klaxoninstitute.co.uk) had developed reverse liposuction so the starving of Africa and the developing world could live off the excess fat of the West.

Practical Action ( http://www.practicalaction.org/fat-of-the-land/fat-of-the-land-video), the charity behind the videos, has been using the spoof clinic to demonstrate how short-term, quick fixes are no match for long-term, practical solutions that help the people of the developing world escape poverty forever.

Thousands of people curious about the weight loss operation visited the spoof clinic's website (http://klaxoninstitute.co.uk/) in just 12 days, with tens of thousands watching and sharing the video on websites, blogs, forums or YouTube.

The Practical Action research also suggests that choosing a charitable nip and tuck, is preferable to people than donating financially to charities.

One in three Britons (33 per cent) currently donate to charities with one in 10 (nine per cent) admitting that they would like to donate more during 2011.

Margaret Gardner, a Director at Practical Action (http://www.practicalaction.org/fat-of-the-land/fat-of-the-land-video), said: "It's worrying that people fell for the spoof and think that imposed western solutions such as reverse liposuction would be a good, feasible, idea to help end poverty.

"We loved the video because it's funny and we chose to launch it in January because it is a month when we are just about all obsessed with fat and the body beautiful. It starts from where people are and we hope will engage them in a debate - whether they find it funny or shocking - it's the debate we believe is important.

"We see day-in, day-out that what people in developing countries really want is to work their own way out of poverty, permanently. What they need are the tools and opportunity to challenge their poverty and improve their lives.

"Our hope is that the video made people think. While the solution shown in the video can't change the world, the work done by Practical Action can, and has already helped millions of people out of poverty."

There are many ways in which people can support Practical Action (http://www.practicalaction.org/fat-of-the-land/fat-of-the-land-video) without donating money - or their excess fat. These include:

    
    - Taking part in a challenge/sponsored event to raise funds -
      http://www.practicalaction.org.uk/support-us/sponsoredevents

    - London to Paris bike ride

    - The Whole Hog

    - Nightrider - cycle through London at night

    - Joining one of our local groups in Bristol, Glasgow and London -
      http://www.practicalaction.org.uk/support-us/local_groups

    - Becoming a Practical Presenter, or inviting one to talk at your group -
      http://www.practicalaction.org.uk/support-us/presenters

    - Joining Practical Action's social networks - twitter, facebook, youtube

    - Writing a blog for Practical Action

    - Give as you shop, whether you're buying flowers, surfing the net or
      shopping online - 
      http://www.practicalaction.org.uk/support-us/giveasyoushop

    - Donating unwanted items such as mobile phones and foreign coins -
      http://www.practicalaction.org.uk/support-us/recycleforlife

    - Sign up to Practical Action's climate change and energy campaigns:
      http://practicalaction.org/climate-change/action
      http://www.practicalaction.org.uk/energy-advocacy/makethecall

    - Signing up to Practical Action's enewsletter:
      http://www.practicalaction.org.uk/get-involved/email_signup

    - Volunteering to help out in Practical Action's UK office

Notes For Editors:

Research was carried out by ICM research among 2,000 GB adults during January 2011.

Practical Action (http://www.practicalaction.org/home) believes that the right idea, however small, can change lives.

Practical Action is an international development charity with a difference, working together with some of the world's poorest women, men and children, helping to alleviate poverty in the developing world through the innovative use of technology.

Practical Action's particular strength is its 'simple' approach: finding out what people are doing and helping them to do it better. This enables poor communities to build on their own knowledge and skills to produce sustainable and practical solutions: driving their own development.

Whether enabling women and men in Darfur to feed their families, providing people in Bangladesh with the chance to control the impact of flooding on their lives or working with remote communities in Peru to introduce electricity, Practical Action's activities are always people focused, locally relevant and environmentally sensitive, offering tangible ways out of poverty.

Practical Action won The Ashden Award for Light and Power in 2007 for its micro-hydro work in Peru, bringing electricity to over 30,000 people living in remote Andean villages.