Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/21624
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Session 5: Nutrition communication Obesity and social marketing: works in progress
Authors: Cairns, Georgina
Stead, Martine
Contact Email: martine.stead@stir.ac.uk
Keywords: Social marketing
Obesity and overweight
Behaviour change
Obesogenic environment
Issue Date: 2009
Publisher: Cambridge University Press
Citation: Cairns G & Stead M (2009) Session 5: Nutrition communication Obesity and social marketing: works in progress, Proceedings of the Nutrition Society, 68 (1), pp. 11-16.
Abstract: Internationally, socio-economic trends reinforce the complex physiological mechanisms that favour positive energy balance, leading to an accumulation of excess body weight and associated metabolic disorders. This so-called 'obesogenic environment' is characterised by increasing accessibility and affordability of energy-dense foods and declining levels of physical activity. In the face of such rapidly-rising obesity rates there is general consensus that strategies to address trends in weight gain must go forwards in the absence of complete evidence of cause or effective prevention strategy. Thus, strategy implementation and evaluation must contribute to, as well as be informed by, the evidence base. Social marketing research and practice has a track record that strongly indicates that it can contribute to both the evolving knowledge base on obesity and overweight control policy and the development of effective intervention strategies. Social marketing draws pragmatically on many disciplines to bring about voluntary behaviour change as well as requisite supporting policy and environmental change. Key objectives include: generating insights into the drivers of current behaviour patterns; important barriers to change; client-oriented approaches to new desirable diet and lifestyle choices. Social marketing recognises that target clients have the power to ensure success or failure of obesity control policies. Social marketing seeks to identify genuine exchange of benefits for target adopters of behaviour change and the advocates of change, and how they may be developed and offered within an appropriate relevant context. Social marketing adopts a cyclical approach of learning, strategic development and evaluation, and therefore is well placed to integrate with the multi-disciplinary demands of obesity prevention strategies.
Type: Journal Article
URI: http://hdl.handle.net/1893/21624
DOI Link: http://dx.doi.org/10.1017/S0029665108008768
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Socio-Management
Institute for Social Marketing

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