Obesity Campaigns That Don’t Work
"In Georgia, the Children’s Healthcare of Atlanta Strong4Life anti-obesity campaign shows a picture of an overweight child, which bears the tagline, “Being fat takes the fun out of being a kid.” Another ad from the same campaign states, “Chubby kids may not outlive their parents.” Though these messages may be eye-catching, they are the least effective for promoting healthy behaviors in those who see them―according to a new study by the Rudd Center for Food Policy and Obesity at Yale.
The study found that the public responds much more favorably to ads that promote specific healthy choices. Examples of these actions include increasing fruit and vegetable consumption, like in the national “5-A-Day” campaign, or increasing daily exercise as promoted by Michelle Obama’s “Let’s Move” campaign. According to the study, ads like these promote a sense of confidence and personal empowerment for those who viewed them, resulting in feelings of greater motivation to make healthier choices."
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