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Advancing Effective Obesity Communications Proceedings of a Workshop (2020) / Chapter Skim
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5 Reflections on Advancing Effective Communication of Obesity Solutions
Pages 47-56

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From page 47...
... • Communications play a crucial role in highlighting issues of equity in the prevalence of and risk factors for obesity. Com munication efforts are also critical to mobilizing the public to recognize obesity as a social problem and to demand change in the problem's underlying social conditions.
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From page 48...
... (Patty Nece) The workshop's final session included opening remarks and a panel discussion that reflected on the workshop's prior three sessions to identify themes and future directions.
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From page 49...
... She referenced disparities in the prevalence of obesity and its risk factors across the United States, listing several social determinants of health that drive these disparities: racism and discrimination, income, education, health literacy, neighborhood environments that are unsafe and targeted by junk food marketing amid low access to healthy foods, and health care access limitations and bias. These determinants contribute to the inequitable distribution of information, she maintained, in the forms of access, ­ distribution of information channels, and capacity and resources to act on information that is received.
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From page 50...
... Implementation is critical for that progress, she maintained, urging participants to identify strategies for incorporating key intervention components into practices and environments. PANEL DISCUSSION: REFLECTIONS, THEMES, AND FUTURE DIRECTIONS Following Oh's remarks, four panelists shared brief reflections on their lessons learned and thoughts about future directions: Kevin ­ onneberg, vice R president and associate medical director at HealthPartners; Vish Viswanath, Lee Kum Kee Professor of Health Communication in the Department of FIGURE 5-1  The RE-AIM model for translating research into action.
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From page 51...
... Ronneberg highlighted the dilemma of normalizing healthy versus unhealthy weight, suggesting that the field dedicate time to determining where to position itself to achieve desired outcomes and avoid unintended consequences. The right positioning -- and corresponding imagery -- is critical to establishing solutions that will resonate and be acted upon by stake­ olders, h he elaborated, given the emotion around the topic of obesity and the balance between individual responsibility and social determinants or social drivers.
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From page 52...
... He called framing "a researchable problem" that warrants careful thought about how to target messages about obesity solutions to different audiences. Third, Scheufele maintained that message discipline is crucial in a competitive message environment, particularly where other communicators have the money to greatly outspend obesity communicators.
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From page 53...
... He also mentioned The Science & Entertainment Exchange of the National Academy of Sciences, which connects entertainment industry professionals with top scientists and engineers to create a synergy between accurate science and engaging storylines in film and television programming, noting that what is shown in the media also influences perceptions of behavioral norms. Persuasive Communications Based on the principle that providing facts and figures does not equal behavior change, a participant asked what evidence supports the concept of listening to the other side and gathering information as a strategy for persuasive communication, particularly for policy makers.
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From page 54...
... Oh agreed, noting that some of these communities are targeted by junk food marketing and lack access to healthy foods, suggesting that junk food is the norm, which she termed "reinforcing inequalities." Achievable Outcomes for Obesity Communications A participant referenced the concept of starting with the end in mind, and asked panelists for examples of achievable outcomes for obesity communications. Viswanath advocated for an initial focus on the perceptions that individual lifestyle behavior is the sole driver of obesity and that obesity is the individual's responsibility to solve.
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From page 55...
... A tremendous financial investment is dedicated to marketing fast foods and sugar-sweetened beverages, he observed as an example, and cited an analysis indicating that elimination of tax deductions for such advertising aimed at children could have a profound impact on the risk factors for obesity. Scheufele encouraged resolution of the tension around how to address stigma.
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Key Terms

  • obesity communications
  • healthy weight
  • normalizing healthy
  • communication campaigns
  • behavior change

  • future directions
  • achievable outcomes
  • junk food
  • obesity action
  • health communication

  • scheufele recounted
  • social conditions
  • knowledge deficit
  • participant referenced
  • panel discussion

  • avoid unintended
  • healthy foods
  • food marketing
  • underlying social
  • healthy versus

  • body sizes
  • closing remarks
  • vish viswanath
  • deficit model
  • ronneberg highlighted

  • crucial role
  • detrimental effects
  • null results
  • risk factors
  • cancer institute


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