Using the mass-media to target obesity: an analysis of the characteristics and reported behaviour change of participants in the BBC's `Fighting Fat, Fighting Fit' campaign
Abstract
The study aimed to assess the characteristics and reported behaviour change of participants in the BBC's 'Fighting Fat, Fighting Fit' (FFFF) campaign. A postal questionnaire survey was sent to a random sample of 6000 adults registering with the FFFF campaign at the start of the campaign and 5 months later. Demographic characteristics, weight, eating behaviour and activity patterns were assessed. In total, 3661 respondents completed the baseline questionnaire and 2112 (58%) of these completed a follow-up evaluation questionnaire 5 months later. The majority of evaluation participants were women and classified as 'overweight' or 'obese'. Participants reported significant reductions in weight, and in fat and snack intake, and significant increases in exercise levels, and in fruit, vegetable and starch intake during the 6 months of the campaign. These effects remained significant if non-responders were assumed to have made no change. These results show that mass-media campaigns might make a contribution to weight control at the population level, but particular subgroups such as men and people under 25 may require specifically targeted campaigns. In addition, whilst such campaigns may initially attract obese people, they may be more likely to drop out of the campaign than overweight and normal weight individuals.
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In the Fighting Fat, Fighting Fit campaign, persons who chose to register in a 6-month mail-based educational program increased their consumption of fruits and vegetables by 1.3 servings per day, reduced their intake of fat and snacks, increased their physical activity, and lost an average of 2.3 kg, lowering the prevalence of obesity by 11% (P<0.001 for each compared with baseline).
“In the Fighting Fat, Fighting Fit campaign, persons who chose to register in a 6-month mail-based educational program increased their consumption of fruits and vegetables by 1.3 servings per day, reduced their intake of fat and snacks, increased their physical activity, and lost an average of 2.3 kg, lowering the prevalence of obesity by 11% (P<0.001 for each compared with baseline).56”
From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [56]
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Soziale und sozialpsychische Determinanten des Gesundheitsverhaltens
Winter, K. (2015) · Universitätsbibliothek der FU Berlin Hochschulschriftenstelle u. Dokumentenserver · doi:10.17169/refubium-15390 · Cited by 1 · see citing works
Engaging Consumers: What Can Be Learned from Public Health
Gerteis, M., Hodges, M., & Mulligan, J. G. (2008)
Stametz, R. A. (2013) · ProQuest LLC eBooks
An evidence-based priority-setting model
Segal, L., Chapman, A., & Osborne, R. H. (2004)
Public health and the prevention of obesity
Drummond, S., Stratton, G., & Cade, J. E. (2017) · Wiley eBooks · doi:10.1002/9781118857991.ch7
Does the built environment moderate the impact of mass media campaigns for physical activity
Barnes, R. (2013) · UWA Profiles and Research Repository (UWA)
Werder, O. (2024) · Springer eBooks · doi:10.1007/978-981-99-9606-3_2
Day, R. E., Bridge, G., Austin, K., Ensaff, H., & Christian, M. S. (2022) · Figshare · doi:10.6084/m9.figshare.19799894
- Authors
- Miles, A.
- Affiliations
- University College London (GB)
- Corresponding author
- Miles, A.
- Venue
- Health Education Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2001-06-01
- Volume
- 16
- Issue
- 3
- Pages
- 357-372
- ISSN
- 0268-1153 (ISSN-L)
- 1465-3648
- OpenAlex
- W2142048749
- Cited by
- 96
- References
- 30
- Citations by year
- 2025: 2 · 2024: 1 · 2023: 2 · 2022: 4 · 2021: 2 · 2020: 2 · 2019: 2 · 2018: 7 · 2017: 6 · 2016: 5 · 2015: 2 · 2014: 4 · 2013: 5 · 2012: 6
- FWCI
- 5.04
- 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)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Obesity, Physical Activity, Diet
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Health Sciences › Health Professions › Pharmacy › Obesity and Health Practices
- Keywords
- obesity, mass media campaigns, health behavior change, weight management, eating behaviour, physical activity, snacking, fruit and vegetable intake, overweight, campaign targeting
- MeSH terms
- Adolescent, Adult, Aged, Diet, Female, United Kingdom, Health Education, Health Planning, Humans, Male, Mass Media, Middle Aged, Obesity, Persuasive Communication, Public Health, Surveys and Questionnaires, State Medicine, Program Evaluation, Weight Loss, Health Behavior, Exercise
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