Parent and child interactions with two contrasting anti-obesity advertising campaigns: a qualitative analysis

Outcomes of exposure to healthy weight and lifestyle advertising: An experimental study of adults from the United Kingdom

Mass media advertising promoting healthy weight and lifestyles represents an important approach to the prevention of non-communicable diseases. However, concerns have been raised that advertisements promoting a healthy weight may be stigmatizing and contribute to negative outcomes. This study explored the potential negative and positive cognitive, psychological, and behavioral intention outcomes of exposure to different public health campaign advertisements that promote positive behavior change and healthy weight. A total of 1,098 adult residents of the United Kingdom (50% female, Mage = 35.21 years) viewed one of four video advertisements: one control advertisement and three healthy weight and lifestyle advertisements that differed in message content (negative health impacts, support/encouragement, and social norms) and execution style (graphic, animation, and depicted scene). Participants then responded to items assessing a variety of cognitive, psychological, and behavioral intention outcomes. Compared to those in the control condition, those exposed to a healthy weight and lifestyle advertisement reported significantly higher scores for (i) perceptions of weight stigma, (ii) negative emotions, and (iii) intentions to engage in adaptive lifestyle behaviors. There were no differences observed between conditions for maladaptive behavioral intentions, internalized weight bias, anti-fat attitudes, and body dissatisfaction. The advertisement featuring a supportive/encouraging message and animation style performed most favorably. Results suggest that healthy weight and lifestyle advertisements have the potential to promote positive behavior change but may be associated with some negative outcomes. Of the assessed communication approaches, a supportive/encouraging message with animation style appears least likely to induce negative emotions and is preferred for minimizing weight stigma.

Anti-obesity public health messages and risk factors for disordered eating: a systematic review

In response to the increasing prevalence of overweight and obesity, public health efforts to curb these conditions have been delivered in abundance. There is concern however that the messages used to target these conditions may be increasing risk factors for disordered eating. Therefore, we sought to systematically review the literature on the effects of anti-obesity public health messages on risk factors for disordered eating. Seven electronic databases were searched for articles meeting the inclusion criteria, resulting in the inclusion of 12 studies of various methodologies that measured one or more risk factors for disordered eating following exposure to public health messages. Few studies specifically and accurately measured disordered eating behaviours. Most studies found that messages were stigmatizing towards persons who are overweight/obese, and exacerbate thin ideals and drive for thinness. Interestingly, the same was not found for measures of body dissatisfaction. Messages promoting smaller meals were also thought to be potential triggers for disordered eating. Whilst the studies included in this review offered both quantitative and qualitative insights into how public health messages may have adverse effects on eating behaviours, there was a consistent lack of valid reporting measures and clear classification of outcomes overall. Hence, future research is recommended using valid reporting tools such as validated questionnaires, as well as prolonged exposure to the intervention condition to determine longer-term impact.

Cancer Research UK'S obesity campaign in 2018 and 2019: effective health promotion or perpetuating the stigmatisation of obesity?

In 2018 and 2019 Cancer Research UK (CRUK) launched a controversial advertising campaign to inform the British public of obesity being a preventable cause of cancer. On each occasion the advertisements used were emotive and provoked frustration among the British public which was widely vocalised on social media. As well serving to educate the public of this association, the advertisements also had the secondary effect of acting as health promotion through social marketing, a form of advertising designed to influence behavioural changes. As CRUK delivered a public health message through its campaign, the advertisements should be held according to the ethical principles which underpin healthcare in the UK. This article evaluates whether the advertisements used by CRUK in 2018 and 2019 fulfilled the ethical principles of beneficence, autonomy, non-maleficence and justice. It is found that while providing an important message, the oversimplification of obesity as being the result of personal decisions ignored the complex aetiology and served to stigmatise the target demographic, potentially disengaging them from the message. Additionally, posting cancer as the consequence of obesity invokes feelings of fear due to its connotations of suffering and premature death. Based on available evidence, the use of fear in social marketing does not create sustained behavioural change. This essay recommends that CRUK discontinue its use of such strategies in its future social marketing endeavours.

Child-Centered Nutrition Phrases Plus Repeated Exposure Increase Preschoolers' Consumption of Healthful Foods, but Not Liking or Willingness to Try

OBJECTIVE

To determine whether the use of child-centered nutrition phrases (CCNP) with repeated exposure (RE) improved willingness to try, liking, and consumption of healthful foods compared with RE alone.

DESIGN

The researchers used a 2 × 2 × 4 fractionated within-subjects experimental design in the study: phrase condition (RE vs CCNP + RE) by time of measurement (preintervention, postintervention, and 1-month follow-up), by type of food (tomatoes, bell peppers, lentils, and quinoa).

SETTING

Children were recruited from 2 early education centers; 89% participated.

PARTICIPANTS

Children aged 3-6 years old (n = 87) who were predominantly white (67%) and from middle-income homes and had parents with some higher education.

INTERVENTION

Adult delivery of CCNP + RE weekly for 6 weeks.

MAIN OUTCOME MEASURE(S)

Willingness to try, change in liking, and change in consumption.

ANALYSIS

Two-level random-effects models were used to account for repeated measurements of willingness to try, liking, and consumption nested within participants.

RESULTS

Children exhibited greater consumption of CCNP foods at follow-up assessment compared with RE foods (b = -16.28, SE = 5.41, t(528) = 3.01; P = .003).

CONCLUSIONS AND IMPLICATIONS

Use of CCNP combined with RE may encourage healthy eating, especially for novel foods that children may typically refuse.

A Systematic Search and Review of Adult-Targeted Overweight and Obesity Prevention Mass Media Campaigns and Their Evaluation: 2000-2017

Mass media campaigns are a commonly used strategy in public health. However, no review has assessed whether the design and evaluation of overweight and obesity campaigns meets best practice recommendations. This study aimed to fill this gap. We systematically searched five databases for peer-reviewed articles describing adult-targeted obesity mass media campaigns published between 2000 and 2017, complemented by reference list searches and contact with authors and agencies responsible for the campaigns. We extracted data on campaign design, implementation, and evaluation from eligible publications and conducted a qualitative review of 29 publications reporting on 14 campaigns. We found a need for formative research with target audiences to ensure campaigns focus on the most salient issues. Further, we noted that most campaigns targeted individual behaviors, despite calls for campaigns to also focus upstream and to address social determinants of obesity. Television was the dominant communication channel but, with the rapid advance of digital media, evaluation of other channels, such as social media, is increasingly important. Finally, although evaluation methods varied in quality, the evidence suggests that campaigns can have an impact on intermediate outcomes, such as knowledge and attitudes. However, evidence is still limited as to whether campaigns can influence behavior change.