dc.contributor.author | Piggin, Joe | |
dc.contributor.author | Lee, Jessica | |
dc.date.accessioned | 2018-06-14T01:36:10Z | |
dc.date.available | 2018-06-14T01:36:10Z | |
dc.date.issued | 2010 | |
dc.date.modified | 2012-02-10T02:09:45Z | |
dc.identifier.uri | http://hdl.handle.net/10072/41763 | |
dc.description.abstract | Commencing 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.publicationstatus | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | International Sociology Association (ISA) | |
dc.publisher.place | Gothenburg, Sweden | |
dc.publisher.uri | http://www.isa-sociology.org/congress2010/ | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofconferencename | XVII ISA World Congress of Sociology | |
dc.relation.ispartofconferencetitle | XVII ISA World Congress of Sociology Book of Abstracts | |
dc.relation.ispartofdatefrom | 2010-07-11 | |
dc.relation.ispartofdateto | 2010-07-17 | |
dc.relation.ispartoflocation | Gothenburg, Sweden | |
dc.rights.retention | Y | |
dc.subject.fieldofresearch | Health Promotion | |
dc.subject.fieldofresearch | Health Policy | |
dc.subject.fieldofresearch | Sport and Leisure Management | |
dc.subject.fieldofresearchcode | 111712 | |
dc.subject.fieldofresearchcode | 160508 | |
dc.subject.fieldofresearchcode | 150404 | |
dc.title | Un-making Obesity in the UK’s Change4Life Health Promotion | |
dc.type | Conference output | |
dc.type.description | E3 - Conferences (Extract Paper) | |
dc.type.code | E - Conference Publications | |
dc.description.version | Version 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.issued | 2010 | |
gro.hasfulltext | Full Text | |
gro.griffith.author | Lee, Jessica | |