Battle of the bulge: an analysis of the obesity prevention campaigns in the United States and Germany

Abstract

Obesity is not a problem exclusive to the United States. The European Union Commission for Health and Consumer Protection admits that obesity is the major emerging threat to public health in Europe. As a recent survey suggested that the prevalence of obese men and women has approximately doubled in both countries within the last 20 years, this study compares the message elements and linguistic tactics used in either campaign of those two countries to highlight differences and similarities. The current US obesity prevention campaign is based on sound research and preparation and disseminates memorable and inspiring messages. The educational, help-for-self-help focus on the individual disseminated through mass media is a trademark of this campaign. The German campaign attempts to interact extensively with the public, local government and the professions, and focuses on public participation in healthy behaviors, generally emphasizing call-to-action activities over educational media messages. This study maintains that obesity communication research should find ways to analyse and evaluate the effectiveness and success rate of efforts taking place in other areas and other countries. In addition, in order to facilitate active thought about health messages in the absence of a perceived need, introduced guidelines relating to presentation of content and linguistic variables that motivate cognitive effort should be considered.

Fighting obesity or obese persons? Public perceptions of obesity-related health messages

“…Additional campaigns were identified through empirical articles (for example, refs. (29,(35)(36)(37)(38)) contact with and manual searches of the Centers for Disease Control and Prevention 39 and communities putting prevention to work 40 websites. Searches were conducted from June-July 2011.…”

Changes in Obesity Awareness, Obesity Identification, and Self-Assessment of Health: Results from a Statewide Public Education Campaign

“…Other state and national campaigns [10][11][12][13][14]32 have sought to reduce the prevalence of obesity, but none have been subjected to an evaluation of changes in recognition of obesity, awareness of obesity as a health risk, and changes in behavior (as has been recommended by the National Institutes of Health Strategic Plan for Obesity Research 33 ). In a 5-year mass media campaign in The Netherlands to prevent obesity, more positive attitudes toward prevention of weight gain were observed, but no changes were seen in awareness of weight or motivation to prevent weight gain.…”

“…Such campaigns focus on voluntary behavior change and emphasize the benefits to the consumer (in the case of obesity, improved health from weight reduction). 8 Public education campaigns have been used previously to address obesity, [9][10][11] including the First Lady's "Let's Move" Campaign most recently in the United States. 12 Some have argued that "nudging" consumers to change their behavior is unlikely to be effective in the current environment of ubiquitous, inexpensive, highly palatable food.…”

Turning health research into health promotion: A study of causality and ‘critical insights’ in a United Kingdom health campaign

“…Because of this, research about causal contests has often focused on comparing different (or divergent) interest groups within the realm of health, most notably between traditional health promoters and the corporate 'industry' [14][15][16]. Werder notes that 'most in the international public health community share a common analysis of the root causes of the epidemic, although opinions diverge on why this trend has occurred and how best to address it' [17]. To illustrate, Jenkin et al examined how obesity was framed in the New Zealand Inquiry into Obesity and Type 2 Diabetes.…”