Change4life obesity

Change4life obesity

The purpose of this paper will examine the effect of Obesity, and recent initiatives in the U.K. adapted to ensure positive outcomes. It will discuss how the Change4Life approach has worked in reducing Obesity since its inception. The initiative was a social marketing campaign aimed to reframe Obesity as a matter of national concern requiring the participation of all stakeholders to curb the worrying trends in the country.

Comparing obesity estimates in Great Britain and Northern Ireland among individuals above twenty years: 64.2 were overweight and 26.9 obese. Among the proportion of overweight’s, 67.7 % were men, and 60.8 % were women, while those who were obese consisted of 26 % men and 27.7 % women. The prevalence forecast between 2010-2030 projected that by 2020 the number of obese men and women would reach 36 % and 33 %, respectively (NHS.2017). Two-thirds of adults in the U.K. were either overweight or obese. An analysis of other groups consisting of Adolescents and children also showed a rising number of overweight and obesity prevalence. Although this number is on the rise as age progresses, it is only made up of one-third of the population.

Obesity resulted from an energy imbalance of calorie intake and expended, leading to energy surplus. This state can be partly attributed to social and economic factors that are beyond a person’s control (Hruby & Hu, 2015, P.673). The U.K. has been grappling with risk factors of Obesity associated with high-income countries for years, although the same has started to be witnessed in developing nations. Contrary to such outcomes, not all individuals in the obesogenic environments experience the same. The risk is accelerated by family history, genetics, ethnic or racial differences and socioeconomic and sociocultural backgrounds. Even though body weight regulation is linked to environmental, genetic, and socioeconomic factors, personal behaviors play a significant role in reducing Obesity.

Obesity has become a major epidemiological challenge not only to physicians but also to the government, public health experts, and the population as a whole. This scenario prompted the need for effective health initiatives to prevent the condition (Jebb, Aveyard, & Hawkes 2013, P.44). The focus on reducing obesity trends in the U.K. has involved different policies and measures. The policies have not done enough to contain the growing numbers as it has failed to address health inequalities, especially among children. The rate of women and men who are obese has been consistent since 2010(Department of Health, 2009). Also, 66 % of men and 58 % above 19 years are eligible for the aerobic activity guidelines.

Currently, 13 million adults are classified as obese, and the number is projected to double in two decades (Donnelly 2019). In every two women in the U.K., two are obese or overweight, while 40 percent of the men are overweight, and 27 percent are obese. Unless the issue is tackled urgently by politicians, NHS will collapse. Obesity can cause heart conditions, strokes, and 13 types of cancer.

Change4life, which is a national social marketing campaign to reduce the prevalence of Obesity, has been ongoing since 2009. It was established by the health department and other affiliated agencies who engaged academic and commercial expertise, evidence and theories of behavior change, and extensive research. The initiative was followed by a three-year marketing program that drove, coaxed, encouraged, and supported individuals throughout the set stages of behavior change. Change4life focused on prevention, which entailed minimizing the likelihood of weight gain through behavior change to avoid being placed in obesity programs. In its first year, the initiative targeted families, especially children under eleven, and was later stretched to cover other vulnerable groups.

The social marketing programme targeted 1.4 million families with children below two years; 1.6 million families with children between two to ten years whose children were at high risk; and ethnic minorities who have been exhibiting high levels of Obesity.

A program was undertaken to provide these groups with insights into behavior and attitudes concerning diet and physical activity.

After it was launched, it exceeded the expectations as it reached 99 percent of its target groups; 413,466 became members; after six months, over 44, 833 families were still involved with the program, and it received almost 2 million responses from different channels of communication. Marketing and advertising had a substantial effect on purchasing behavior, food choices, and consumption. Correspondingly, family support, and parental guidance play a key role in weight management success. With this in mind, Public Health England wanted to optimize and create awareness for schools and families and, at the same time, reduce adverting and marketing for high sugar products.

Implementation of the initiative took several stages, the first one being mobilizing the network. The mobilization was initiated in 2008 before the involvement of the public with different players, including local governments, strategic health authorities, primary care trusts, regional government offices, and commercial and NGOs beginning preparations. The process is still ongoing, with several campaigns taking place. Phase one, which entailed Reframing the issue, started in 2009 and reached the public through print and television advertisements. Phase two involved personalizing the problem with questionnaires that were distributed to millions of at-risk families directly or indirectly. In phase three, people who responded to the campaign were appreciated. The fourth phase seeks to inspire change, case studies, and upcoming events based on the campaign were reported. The final phase saw families engaged in the program receive customized colanders with information and resources in their homes.

Different groups and organizations have come on board to assist the government in effectively undertaking the behavior change initiative such as NHS, local governance structures, schools, charities, NGOs, corporate sector, and families. The program has been under criticism for augmenting the initiative through a corporate partnership with companies like Mars, PepsiCo, and Nestle (Watts 2009). Ironically these companies contribute to the problem by being the leading producers of fatty, sugary, and snack products. Notwithstanding, the government has justified its action by claiming that it wants to involve all stakeholders in the fight against Obesity.

Furthermore, other companies are manufacturing unhealthy products that use marketing to appeal to children. Such companies are expected to be enthusiastically involved in ending Obesity. Their advertisements have become common airing massively on T.V. and sponsoring sports and interactive technology. Notably, these companies have been reluctant to reformulate their products by reducing sugar, fat, and salt content. Also, they are calculative evading government efforts to ensure they adapt effective food labeling.

The government should be aggressive and set strict conditions for the participation of companies in Change4life. There is inadequate evidence that shows that social marketing is more effective than other methods needed for healthy outcomes. Minor laws have little effect on blocking the worst excesses. The department of health has been ardent in getting corporate powerhouses on the campaign wagon, and this is questionable and has no considerable impact on protecting children from junk products. The most effective way should be implementing strict regulations on nutritional labeling or subjected them to reformulation off their product.

Prior to the launch of the Change4life, there was a limited number of strategies that attempted to change obesity-related behavior. Consequently, those running the initiative have piloted a number of programs and analyzed their impacts. With the outcome in hand, they can focus resources on the ones with immense potential in terms of behavior change.

Moreover, the target group of this initiative has been expanded from just children below eleven years to include parents with children under two tears and middle-aged adults. The department involved in this initiative has added new topics such as calorie labeling, transfats, and salt reduction. It also added a number of sub-brands, including Walk4Life, Muckin4Life, Swim4Life, among others.

Despite the efforts of the ongoing campaigns to reduce Obesity and overweight, there is a general lack of consideration from part of the target groups. For instance, even though Obesity is a serious issue known to all, 93 percent of U.K. parents acknowledge its national importance. Still, only 5 percent believe it is an issue that can affect them. Besides, most parents often underestimate the quantity of food their family consumes and overestimate their physical activity routine. Research has also exposed other risky behaviors downplayed by parents like allowing unhealthy practices like more time spend on sedentary; Prioritizing short term happiness for their children; and some even believe that healthy living is an aspiration for the middle –class.

A study by Helen Croker et al. (2012)showed that despite increased awareness of Change4Life, the tools had little influence on behaviors and attitudes. This can be partly blamed on the fact that parents were hesitant to engage in the program as they assumed it was entirely for their kids. Future initiates should focus on particular behaviors and individuals to be targeted. Behavioral change theory is relevant in such a case as it will inform intervention design and pursue a pilot test.

Nonetheless, over ten years, the campaign has made a difference. Although there are a number of children who are still obese or overweight, the latest data by the National Diet and Nutrition Survey shows the consumption of sugar by children below eleven years has dropped steadily since 2013. This can be somewhat be attributed to the sugar levy, which is a part of the Change4life “Sugar Smart” campaign as well as the fat and salt reduction.

Research has shown that education impacts on prevalence rate, as women who are educated have higher prevalence compared to educated ones. Lifestyle choices are involved in explaining this education factor. The government should engage with healthcare practitioners to eradicate discrimination on social, economic grounds and ensure information and quality healthcare is accessible to all. Additionally, early life factors, like food preferences and lifestyle during childhood, can affect health outcomes. Women add weight during conception and can increase the chances of being obese. Therefore, nurses should be involved in these early stages to educate mothers on better lifestyles that will translate to healthy outcomes.

Additionally, the soft drinks Industry Levy(SDIL) was implemented in 2018; it preferred an 24 % and 18 % tax per later to drinks with eight or more and five or more grams sugar in 100 millimeters, respectively. The move saw at least half of the companies in the beverage sector reduce their sugar content ( Clifford 2019). Another impact of the reformulation and voluntary sugar reduction was observed in 2016 when ten categories of higher sugar on products used by children saw manufacturers pledge to reduce the level by 20 % in 2020. The companies were reducing the sugar content, albeit slowly. One year later, it had reduced sugar content by only 2 % instead of 5 % and a further 1 % reduction between 2015 and 2017. The modest impacts of the levy relative to the rates observed over the years demonstrate that a lot still has to be done.

From the program, it is evident that its success was based on a number of factors. Corporate social responsibility was at the center of the marketing strategy; hence it played a huge role in bind the policy and communicating it to the public. Mobilization of the various partners at the national level, commercial sector, and other government departments was crucial. Change4Life provided many lessons in regard to marketing strategies that can be used and improved in the future.

In summary, the paper has elaborately discussed the initiatives taken by government to curb the increase of Obesity in the U.K. Change4life which is social campaign that was developed to target a section of the population has been analyzed in the years that it has been in effect. Obesity is one of the worst health conditions affecting the country with a considerable number of the population at risk. It has been projected to raise and even double in the coming decades. However, the campaign has done its part in fostering awareness on this national issue by targeting families and offering customized solution. It has also been extended to addressing other vulnerable members of society. Although this was an original initiative it has had an effect on behavior changes and continues to gather insights on better adjustments needed to improve healthy lifestyles and reduce Obesity.

Reference List

Clifford, A., 2019. Change4Life at 10: what has it achieved? Campaign. Available at: https://www.campaignlive.co.uk/article/change4life-10-achieved/1581648 [Accessed April 7, 2020].

Croker, H., Lucas, R. & Wardle, J., 2012. Cluster-randomised trial to evaluate the ‘Change for Life’ mass media/ social marketing campaign in the U.K. BMC Public Health, 12(1).

Department of Health, 2009.Change4life: One year on. http://www.dh.gov.uk/en/Publicationsandstatistics/Publications/PublicationsPolicyAndGuidance/DH_112529 [Accessed 17/03/2019]

Donnelly, L., 2019. 13 million adults in the U.K. are obese, amid doubling in weight problems . The Telegraph. Available at: https://www.telegraph.co.uk/news/2019/11/14/13-million-adults-uk-obese-amid-doubling-weight-problems/ [Accessed April 7, 2020].

Hruby, A., & Hu, F. B. 2015. The Epidemiology of Obesity: A Big Picture. PharmacoEconomics, 33(7), 673–689. https://doi.org/10.1007/s40273-014-0243-x

Jebb, S.A., Aveyard, P.N. & Hawkes, C., 2013. The evolution of policy and actions to tackle Obesity in England. Obesity Reviews, 14, pp.42–59.

NHS.2017. Health Survey for England 2016 Physical activity in adults. https://files.digital.nhs.uk/publication/m/3/hse16-adult-phy-act.pdf

Watts, R., 2009. Will the Change4Life campaign work? The Guardian. Available at: https://www.theguardian.com/society/joepublic/2008/dec/31/change4life-campaign-obesity [Accessed April 7, 2020].