Show simple item record

dc.contributor.authorPiggin, Joe
dc.contributor.authorLee, Jessica
dc.date.accessioned2018-06-14T01:36:10Z
dc.date.available2018-06-14T01:36:10Z
dc.date.issued2010
dc.date.modified2012-02-10T02:09:45Z
dc.identifier.urihttp://hdl.handle.net/10072/41763
dc.description.abstractCommencing in 2009, the UK Department of Health has implemented a health promotion scheme named Change4Life. Change4Life attempts to “drive, coax, encourage & support people [to] eat well, move more & live longer” (2009, p. 3). With a marketing and promotions budget exceeding 75M pounds sterling over 3 years, Change4Life is certainly “on a scale never previously witnessed” (Department of Health, 2009, p. 6). In order to understand more about the dynamics employed in the Change4Life marketing, this research critically examines a central aspect of the campaign - the notion of “simplicity” (or simple marketing messages) in the context of a “complex” social problem. We use a semiotic methodology to consider the tensions & tactics that occur in the production and presentation of the Change4Life marketing campaign. Specifically, we examine the logic of the Change4Life marketers which omitted all references to, & images of obesity. Various reasons were offered for this omission including the insulting nature of the term and the apparent lack of understanding about obesity by parents. While well-intentioned, we argue the omission of obesity contributes to the stigma that currently surrounds it. Further we argue that this silence about obesity neglects the apparent need of some parents to develop understanding about the issue. References UK Department of Health. (2008). Healthy Weight, Healthy Lives: Consumer Insight Summary. London, England: UK Department of Health. UK Department of Health. (2009). Change4Life Marketing Strategy. London, England: UK Department of Health.
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherInternational Sociology Association (ISA)
dc.publisher.placeGothenburg, Sweden
dc.publisher.urihttp://www.isa-sociology.org/congress2010/
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencenameXVII ISA World Congress of Sociology
dc.relation.ispartofconferencetitleXVII ISA World Congress of Sociology Book of Abstracts
dc.relation.ispartofdatefrom2010-07-11
dc.relation.ispartofdateto2010-07-17
dc.relation.ispartoflocationGothenburg, Sweden
dc.rights.retentionY
dc.subject.fieldofresearchHealth Promotion
dc.subject.fieldofresearchHealth Policy
dc.subject.fieldofresearchSport and Leisure Management
dc.subject.fieldofresearchcode111712
dc.subject.fieldofresearchcode160508
dc.subject.fieldofresearchcode150404
dc.titleUn-making Obesity in the UK’s Change4Life Health Promotion
dc.typeConference output
dc.type.descriptionE3 - Conferences (Extract Paper)
dc.type.codeE - Conference Publications
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© The Author(s) 2010. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
gro.date.issued2010
gro.hasfulltextFull Text
gro.griffith.authorLee, Jessica


Files in this item

This item appears in the following Collection(s)

  • Conference outputs
    Contains papers delivered by Griffith authors at national and international conferences.

Show simple item record