Messaging That Moves: Changing the Way We Talk about Childhood Obesity Prevention

Background: Despite decades of increasing rates of overweight and obesity in youth and corresponding increase in the development of associated diseases such as diabetes, high blood pressure and cholesterol, heart disease, and stroke in youth and young adults, it remains challenging to pass public policy that can change the environment to make eating healthier and being active easier. Can the words we use to describe the childhood obesity epidemic influence public response?  In a country that values “pulling yourself up by your bootstraps” can we turn the dialogue from personal responsibility to the equally important American value of community, where neighbors pitch in to help and take care of one another? By investing in message research through focus groups and polling, what can we learn about what not to say, what to say, and most importantly, how to say it?

Program background: The American Heart Association conducted public opinion research at the local, state and national levels on public policy initiatives related to kids’ physical activity and nutrition. Through the results of focus groups, in-depth interviews, and telephone and online polls, with more than 25,000 respondents, we learned what phrases or terms resonate with the public and which did not, helping us learn what to say and what not to say. We took the process further by developing key messages and tools, including the way to frame messages to support childhood obesity prevention public policy campaigns. These tools were shared with funded campaigns across the country.  Some locations also received in-person trainings to ensure campaign leadership were comfortable with using the key messages.

Evaluation Methods and Results: Research-based messaging is increasing across states where we shared and trained to the materials and frames. The training familiarized participants with key messages, introduced a “message wheel” tool, and trained in bridging from questions asked to key messages. In these campaigns, we have seen consistent messaging and environmental frame used in the media, in materials developed by the campaign, and in the way they speak about the issue during public events and meetings with decision-makers.

Conclusions: The public, in general, doesn’t respond to jargon and insider shorthand. By carefully framing the problem and consistently using our key messages, we can change the conversation about childhood obesity prevention from the need for personal behavior change to the need for public policy change. These messages and tools are currently in use by a variety of public policy campaigns across the nation, and are being shared with others to move the message from the frame of childhood obesity prevention to creating environments where all kids can grow up at a healthy weight.

Implications for research and/or practice: Advocates can move the current dialogue from behavior change to environmental change by avoiding jargon and using descriptive language and a narrative frame that shows environmental challenges that speak to the American value of community.