A billboard in Times Square is drawing lots of attention - most of it negative.

The billboard sits at 48th and 7th. In big, bright colors, it asks, "Feeling Fat and Lazy?"

It didn't take long for us to find Emily Strickland mouthing the words as she came across it.

"I don't like it at all," said Strickland. "I'm really big on body positivity."

It's her first trip to Times Square, and the message certainly caught her attention.

The billboard is quickly going viral with critics calling it fat phobic.

Actress Jameela Jamil this week shared a photo on Instagram with the caption, "Why tho?!"

The woman behind it all is online wellness coach Deborah Capaccio, who said she expected there to backlash.

The billboard is promoting her business aimed at helping women lose weight. She says the program focuses on the mind first, body second.

"I used those words specifically because I interviewed 100s and 100s of women last year and specifically asked them without prompting, what are the names you privately call yourself," said Capaccio. "Fat and lazy by far were the most common."

It cost her $13,000 to have it up for four weeks. It is set to be taken down in the coming days.

She welcomes the controversy.

"Of course there are people who have lashed out, but I'm here for it, if it helps just one person," said Capaccio.

While not everyone is offended, it is creating plenty of dialogue.