Advancing Effective Obesity Communications Proceedings of a Workshop—in Brief (2019) / Chapter Skim
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Advancing Effective Obesity Communications: Proceedings of a Workshop - in Brief
Advancing Effective Obesity Communications: Proceedings of a Workshop - in Brief
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Speakers discussed communications strategies to reach specific intermediary audiences, such as the public, decision makers, and policy makers. The workshop also explored challenges in communicating about obesity issues, which include aligning the intended meaning of messages with an individual's perception of and response to those messages, addressing obesity bias and stigma through communications, and addressing misinformation.
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He illustrated health communicators' challenges of competing with these messages by referencing public data on marketing budgets for three prominent brands that sell tobacco products, sugary beverages, and fast food. Third, Viswanath went on, information does not equal communication.
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Gates highlighted three key learnings from her experience working on the VERB social marketing campaign to increase physical activity among children ages 9–13: first, the importance of precisely defining an audience and identifying its values and barriers to performing healthy lifestyles; second, specify objective(s) ; and third, grow and evolve with the audience as the surrounding social and communications environments shift.
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Brian Dunn, chief behavioral officer at Concentric Health Experience, described how behavioral economic concepts were translated into a marketing campaign that counters weight bias as it advertises a branded medication to treat obesity. The campaign's images and videos depict diverse people with larger bodies as hard-working individuals who are connected to others and are engaged in healthy behaviors as they pursue long-term weight management, aspects that Dunn said were deliberately crafted in an intent to counter fundamental attribution error.
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Gallagher noted in closing that it would be helpful to have a champion for obesity, someone with a personal connection to the condition who can stand up for obesity issues and broaden their national visibility. Brian Southwell, senior director of the Science in the Public Sphere program in the Center for Communication Science at RTI International and adjunct professor and Duke-RTI scholar at Duke University, opened by emphasizing a reason to find hope in the state of obesity communications: the opportunity to meet people where they are and engage with them as they pursue health and connectedness to others.
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Lastly, he noted that technology's exponential growth has led to a largely decentralized world, creating an unprecedented opportunity for engaging new collaborators to be part of "swarm intelligence," that is, cross-functional collaboration that uses design thinking to create and iterate solutions across a connected but decentralized system. Marla Hollander, national partnerships manager for Voices for Healthy Kids, a joint initiative of the Robert Wood Johnson Foundation and the American Heart Association, discussed messaging to national, state, and local policy makers as it relates to the initiative's efforts to advance public policy changes that create healthier communities.
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Paula Clayton, public health consultant to the National Association of Chronic Disease Directors, described an assessment of state-level decision maker support for evidence-based approaches to chronic disease prevention. She explained the goal was to understand state decision makers' views related policy approaches for healthy eating and active living that resonate with them in their current environments to better understand the forces at play when communicating with these decision makers.
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Given the emotion around the topic of obesity and the balance between individual responsibility and social determinants or social drivers, he elaborated, the right positioning is critical to establishing solutions that will resonate and be acted upon by stakeholders. He noted that several participants had shared a practice of avoiding using the words obesity or overweight, and cautioned to not allow this practice to result in creating solutions that focus on interim outcomes, such as nutrition or physical activity, that do not affect weight.
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SPONSORS: This workshop was partially supported by the Academy of Nutrition and Dietetics; Alliance for a Healthier Generation; American Academy of Pediatrics; American College of Sports Medicine; American Council on Exercise; American Society for Nutrition; Banner Health; Bipartisan Policy Center; Blue Cross Blue Shield of North Carolina Foundation; The California Endowment; ChildObesity180/Tufts University; Edelman; General Mills, Inc.; Greater Rochester Health Foundation; Health Partners, Inc.; The JPB Foundation; The Kresge Foundation; Mars, Inc.; National Recreation and Park Association; Nemours; Nestlé Nutrition; Novo Nordisk; Obesity Action Coalition; The Obesity Society; Partnership for a Healthier America; Reebok, International; Reinvestment Fund; Robert Wood Johnson Foundation; SHAPE America; Society of Behavioral Medicine; Wake Forest Medical Center; WW International, Inc.; and YMCA of the USA. For additional information regarding the workshop, visit nationalacademies.org/obesitysolutions.
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