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Cited by 75Obesity, Physical Activity, DietObesity and Health PracticesMedia Influence and Health

Mass education for obesity prevention: the penetration of the BBC's `Fighting Fat, Fighting Fit' campaign

Wardle, J.·2001·Health Education Research
DOI 10.1093/her/16.3.343
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Abstract

The study aimed to evaluate the BBC's 'Fighting Fat, Fighting Fit' campaign's success in achieving public awareness of the need for obesity prevention, and putting over its message of healthy eating and increased physical activity. Demographic factors associated with awareness of the campaign were assessed. Data were collected from a national representative British sample as part of the ONS Omnibus survey in March 1999. Questions included weight and height, recognition of the campaign name, recall of the content of the campaign, and participation in the campaign registration scheme. More than half of the respondents had heard of the campaign and 30% recalled the healthy lifestyle messages, although fewer than 1% registered to participate in the scheme. Awareness of the campaign was high in all socio-economic groups, but memory for the healthy lifestyle message was significantly poorer in those with lower levels of education and from ethnic minority groups. Disappointingly, awareness was also no higher in overweight than normal weight respondents. The results strongly support the effectiveness of the campaign in publicizing the issue of increasing prevalence of obesity and the need for lifestyle change, but suggest that different approaches might be needed to maximize participation from groups most in need of lifestyle change.

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  • Shorter-term media campaigns have generally increased knowledge of healthy lifestyle messages, although sometimes less so in lower socioeconomic or minority subgroups and typically with less clear evidence for actual behavior change, although there were some exceptions in which behavior change was also demonstrated.

    “Shorter-term (weeks to months) media campaigns, such as Fighting Fat, Fighting Fit in the United Kingdom and similar programs in the United States and Australia have generally increased knowledge of healthy lifestyle messages, although sometimes less so in lower socioeconomic or minority subgroups and typically with less clear evidence for actual behavior change,52–54 although there were some”

    From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [52]

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Authors
Wardle, J.
Affiliations
University College London (GB)
Corresponding author
Wardle, J.
ORCID
Wardle, J.
Venue
Health Education Research
Publisher
Oxford University Press (OUP)
Published
2001-06-01
Volume
16
Issue
3
Pages
343-355
ISSN
  • 0268-1153 (ISSN-L)
  • 1465-3648
DOI
10.1093/her/16.3.343
OpenAlex
W2166570629
Cited by
75
References
24
Citations by year
2025: 1 · 2024: 1 · 2023: 2 · 2022: 1 · 2020: 2 · 2019: 1 · 2018: 3 · 2017: 2 · 2016: 3 · 2015: 2 · 2014: 2 · 2013: 5 · 2012: 5
FWCI
3.47
Type
journal article
Language
en
Open access
closed
Locations
  • Health Education Research (publishedVersion)
  • PubMed (publishedVersion)
  • BIROn (Birkbeck, University of London) (submittedVersion)
  • UCL Discovery (University College London) (submittedVersion)
Funders
British Heart Foundation
Topics
  • Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Obesity, Physical Activity, Diet
  • Health Sciences › Health Professions › Pharmacy › Obesity and Health Practices
  • Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
Keywords
obesity prevention, mass media campaigns, BBC, public awareness, healthy eating, physical activity, lifestyle modification, campaign recall, socioeconomic disparities, ethnic minorities, educational attainment, overweight, health promotion
MeSH terms
Adolescent, Adult, Aged, Female, United Kingdom, Health Education, Health Planning, Humans, Life Style, Male, Mass Media, Middle Aged, Obesity, Persuasive Communication, Public Health, Program Evaluation, Health Behavior

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