Creating An "Obesity Awakening" In the Behavior Change Process

Background: LiveWell Colorado, a nonprofit committed to preventing and reducing obesity, commissioned a statewide survey (n=1,107) in 2010, plus conducted nine focus groups with a total of 100 mothers. The research showed many Coloradans perceived obesity incorrectly– often as morbidly obese—and underestimated their own weight-related health risk relative to other people.   Qualitative research demonstrated that until people made a personal connection to obesity, and didn't see it as "someone else's problem," they were less likely to make healthy behavior changes. 

Program background:  LiveWell Colorado developed a statewide social marketing campaign to address misconceptions about obesity as the first stage of creating healthy behavior changes.  The campaign targeted low to middle income mothers with an emphasis on Hispanics and African Americans.  The campaign consisted of TV ads that showed obesity is not as extreme as people think, and that this “new normal” is not healthy for adults or their families.  The ads encourage viewers to go to www.livewellcolorado.org to find out if they are at risk for obesity-related disease by taking an online “Gut Check” consisting of a BMI assessment and other indicators.  The website also provides resources for easy behavior changes, awakening testimonial videos, healthy recipes, an online community for mothers (LiveWell Moms), blogs, and integration with social media.  Hispanic efforts included a TV reality show about a family’s journey to make healthy changes, plus Spanish radio ads and Website.  Online ads, social media and community events and outreach complemented the mass media.

Evaluation Methods and Results:  After nine months, LiveWell conducted a post-assessment survey (n=1,101) employing the same methodology as before.  37% of respondents recalled the campaign unprompted, and 56% recalled when prompted.  Of those who remembered seeing the campaign, 48% said it changed their image of the obesity problem in Colorado, 51% said it made them think about improving their own health, one-fourth (28%) wondered about their own weight status, and 18% found out what their weight status is. The campaign also increased correct perceptions of obesity in others and themselves. Correct identification of an obese male and obese female, based upon height, weight and gender, improved an average of nine percentage points.  Perceptions of one’s own weight status as being overweight increased from 46% to 55%, which is closer to Colorado's real rate. The desire to lose weight increased from 46% to 55%. Finally, individuals’ opinions that they get enough exercise declined from 53% to 43%, and that they eat enough fruits and vegetables declined from 64% to 56%.

Conclusions: The campaign made progress in the first stage of motivating healthy behavior changes by creating an “awakening” regarding what obesity looks like. 

Implications for research and/or practice: Because many people cannot recognize obesity, it is first necessary to correct the misconception about obesity before attempting to motivate healthy behavior changes.