Queenslanders are becoming so fat the average life expectancy could drop for the first time since records began.
The state government is desperate to address the "frightening" fat epidemic and is introducing free telephone coaching to help people lose weight.
One in three adults are overweight or obese and the number is rising.
Queensland's chief health officer says obesity is a scourge that long ago overtook smoking as the state's biggest killer.
"I think in Queensland the situation we find ourselves in is extreme," Dr Jeannette Young told a health luncheon in Brisbane on Thursday.
"I really firmly do believe there's a risk that our next generation may not outlive their parents."
Life expectancy in Queensland has increased each generation since records began in the 19th century.
Being obese trims up to four years off a person's life, while being severely obese reduces life expectancy by up to 10 years.
Lifestyle-related diseases such as diabetes are costing the health system $11.6 billion per year.
The message of eating in moderation was not getting through and the time for subtlety was over, Dr Young said.
The problem is compounded by the fact one in three overweight people don't realise they're fat.
Dr Young welcomed an aggressive three-year marketing campaign announced by the state government earlier in the day.
The campaign is spearheaded by graphic television ads with images of internal organs covered in thick yellow lard.
A phone hotline with tips on how to lose weight and a series of one-on-one telephone coaching sessions will be subsidised by the government.
Dr Young said there was no single solution and more drastic measures such as warnings on food labels and a fat tax might be considered down the track.
She appealed to all Queenslanders to make healthier choices.
"We can make it happen," she said.