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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/15058

Title: 'Don't mention obesity': contradictions and tensions in the UK Change4Life health promotion campaign
Authors: Piggin, Joe
Lee, Jessica
Keywords: Change4Life
Health promotion
Issue Date: 2011
Publisher: Sage Publications / © The Authors
Citation: PIGGIN, J. and LEE, J., 2011. 'Don't mention obesity': contradictions and tensions in the UK Change4Life health promotion campaign. Journal of Health Psychology, 16 (8), pp. 1151 - 1164.
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.
Description: This article is closed access.
Version: Published
DOI: 10.1177/1359105311401771
URI: https://dspace.lboro.ac.uk/2134/15058
Publisher Link: http://dx.doi.org/10.1177/1359105311401771
ISSN: 1359-1053
Appears in Collections:Closed Access (Sport, Exercise and Health Sciences)

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