Abstract:
:The emphasis on body weight and the terms 'fat', 'overweight' and 'obese' are increasingly political in public health promotion. The UK government's 2009-2011 social marketing campaign, Change4Life explicitly avoids the term 'obesity' and imagery that connotes it, despite the emphasis on obesity in the preceding research, policy and strategy. Using a critical health psychology perspective, this research explores the tensions arising from the omission of 'obesity' in the Change4Life campaign. We argue the justifications for omitting obesity are at times contrary to evidence that informed the campaign. Considerations are offered for the construction of future health promotion campaigns.
journal_name
J Health Psycholjournal_title
Journal of health psychologyauthors
Piggin J,Lee Jdoi
10.1177/1359105311401771subject
Has Abstractpub_date
2011-11-01 00:00:00pages
1151-64issue
8eissn
1359-1053issn
1461-7277pii
1359105311401771journal_volume
16pub_type
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