Evaluation of Obesity Control Campaign in Australia

This report evaluates the current obesity control campaign in Australia, analyzing the implication of fear, risk, disgust, or stigma along with personal responsibility in prevention of obesity. It also evaluates the broader implications of such campaigns and recommends alternative models.

Running head: HEALTH PROMOTION
Health promotion
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Executive Summary
Social campaigns have a determining role to play in creating responses to obesity. In this
report, a current obesity control campaign held in Australia have been evaluated. Particularly
the implication of fear, risk, disgust or stigma along with personal responsibility in
prevention of obesity have been considered in the course of the campaign. Broader
implications of such campaigns have been evaluated in this report. In this report, this
campaign have been evaluated against a standard of social control which portrays certain
body images along with problematizing body types other than that. The intended as well as
the unintended consequences of the campaigns have been considered and how the application
of alternative models might be helpful have been recommended.

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Table of Contents
1. Introduction.......................................................................................................................................5
2. Determinants of Obesity and related HR interventions.....................................................................5
2.1 HR fame work followed by the Healthway (Western Australia)..................................................7
Eating healthier.............................................................................................................................8
Targeted Interventions..................................................................................................................9
2.2 Comparison of the HP interventions of the LiveLighter with the Social determinants of Health
(WHO)................................................................................................................................................9
The data on the rising risk of mental illnesses in Australia shows that mental health would prove to
be an alarming issue in the 21st century. A large number of the Australian people would suffer from
dementia. The list of social determinants of WHO also provides that stress factors causing Dementia
would be an alarming issue for the World. In people aged from 16 to 65. This might prove to be the
reason behind various disorders like mood swings, anxiety and so on. This leads people to crave for
more fast food (Knox et al. 2017). The Live Lighter campaign addresses this problem and includes
messages that might make people aware of the necessity to change their regular food habits.
Familied person must remember that such poor habits might result in illness that would incur
medical costs and future risks. Besides children growing up in these circumstances would not be able
to learn healthy food habits. The factor of social exclusion is also brought into the limelight in the
social determinants of the WHO, 2008. The same cause is being addressed in the Live Lighter with
the example of “Grabbable gut”. People with untoned body posture would lose social recognition.
The exponents of the campaign supposes that the illustrative representation of the internal organs
of the body containing toxic fat would give rise to fear and disgust in the minds of the Australians.
Another issue highlighted in the Social determinants of WHO is addiction (Lupton, 2013). Major
percentage of the Australian people are addicted to poor food habits. They prefer crispy fried snacks
and fast foods. In order to make the people aware of the disadvantages of these habits, the Live
Lighter campaign have included a series of television commercials. These would portray several
social circumstances and try to establish the importance of pertaining to good food habits. One of
the advertisements show a middle aged man advancing towards the refrigerator to take out a slice
of pizza. Midway he suddenly notice his “grabbable gut” and immediately looks at his children
playing in the lounge. He decides to leave his idea. He realises that if he falls ill owing to these odd
food habits, his children would have to suffer the consequences.........................................................9
3. Congruency with TWO of Kickbusch‘s (2012) five key determinants of health for 21st Century.....10
The epidemiological developments of the 21st century shows that overweight would be a common
trait of the people with about 57% of the overweight being obese (Martin, 2015). In such a state,
people are more prone to being attacked by various diseases of which diabetes is the most
threatening. Kickbusch also confirms that the people born in the 21st century would have lower
life expectancy rate in comparison to the previous generation members. The Live Lighter
campaign have addressed this issue and created illustrative television commercials for
encouraging social awareness.........................................................................................................10
3.1 The utilisation of Fear................................................................................................................11
3.2 Identification and discussion of systems thinking approaches (Stigma, Exclusion and Disgust) 12
3.3 Risk factors and Personal sense of responsibility.......................................................................13

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3.4 Assessment of if and how the HP intervention promotes health equity and/or Action on
environmental sustainability...........................................................................................................14
3.5 Widespread Control Measures..................................................................................................15
4. Conclusion.......................................................................................................................................16
Reference List......................................................................................................................................17

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1. Introduction
Obesity in Australia, is a huge health concern for the larger sections of the society. According
to the statistics gathered in Australia, about 65% of the population have been found ranging
between overweight to being obese. In this regard, this report analyses the various factors that
contribute weight gain or loss of weight. Excess energy imbalance is one of the main causes
of extra weight gain that results from individual behavioural disproportion. Other various
factors ranging from physiological and cultural to social as well as environmental contribute
to disproportions in weight along with the core factors like improper diet and physical
activities. Social control have been presented as an efficient tool which have the potential to
encourage social and cultural practices that can emphasize taking up healthy practices and
thus prevent obesity. The government of the civilians and inspection of their undertaking of
the control measures against obesity can be managed by various authorities. Among those,
public health interventions, which have a high potential in improving health of the individuals
offer a major contribution. Social control through the means of panopticon or synopticon is
useful for governing of health control measures to prevent obesity. Synopticon comprises of
the marketing campaigns that takes place by means of the media. Such marketing campaigns
also focus on drawing upon panoptic epidemiological information which have the capacity to
successfully frame public opinion that obesity should be controlled. In regard of the various
governing strategies and their impact, the Live Lighter campaign of Australia have been
interpreted in this report.
2. Determinants of Obesity and related HR interventions
About two third of the adults in Australia and every fourth children of the country are of
excess weight or suffering from obesity. As per Carter (2014), excess weight is the cause of
death of about 7000 individuals in Australia every year. Obesity is the causative agent of one

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in every five cases of heart attack, half of the fatalities cursed from diabetes, and most
importantly accounts for other alarming issues like reproductive complications as well as
sprain in the spinal cord.
Obesity among the Australians have an economic face also. On an average, Australians lose
$38 billion AUD each year, due to 4 million work days they lose owing to physical problems
arising out of obesity. Other factors being loss of money for incurring medical costs (about
1billion AUD) as well as economic losses that is caused due to premature death. The most
feasible factors that are pushing the Australians towards obesity are high rate of intake of
energy rich foods and parallely low rate of physical activity. Hence, a simplistic strategy to
reduce weight gain is to be responsible about personal health and change personal practices to
having healthier foods and be sporty and active. However general facts show that people are
mostly aware of the healthy habits. However, they are always not in apposition to implement
the practice ore are not willing to do so (Carter, Entwistle & Little, 2015).
Hence lot of public interventions have taken place in order to make the people more aware of
the values of obesity control. For instance, cooking classes halve been arranged in Sydney in
order to help the people having diabetes in improving their knowledge about nutrients and
their cooking skills also. However, social circumstances prevented them from pertaining to
the practices. Often it was observed that poor economic practices prevented them bearing the
higher cost of healthy and nutritive foods. In some other cases people felt ashamed to adopt a
food culture different from the major part of the Australian society. Sometimes it has also
been observed that depressions made people resort to consumption of more fast foods and
alcoholic drinks resulting in obesity (Consensus, 2017). Hence it is all the more necessary to
change the environment in which people sustain and progress and thereby align themselves to
the social determinants of health which are work, live and play.

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However, obesity is not only an issue for health departments of Australia. The local
governments of Australia are in an ideal position for increasing the supply of healthier foods
in the market and reducing their prices and in return reducing the supply of unhealthy and
high fat and cholesterol containing foods and discouraging people from consuming such
foods through various health campaigns (Crane et al. 2016). The government of Australia
have undertaken some potential point of purchase labelling along with marketing as well as
portion control. Manu labelling have had high amount of impact on the civilians. They could
be aware of the energy consumed through foods ordered at take away centres or other kind of
food outlets. Estimated stats shows that after adaptation of the intervention strategies, in
every 10% purchase of fast food, 100kilocalories energy consumption have reduced.
However, the good habit could not continue. Shelf signage at the supermalls have been
another potential intervention adopted by the authorities to help the cause (Farringdon, Hands
& Chivers, 2018).
2.1 HR fame work followed by the Healthway (Western Australia)
The campaign aimed at encouraging the Australian people to realise the importance of being
physically fit, active and also eat well. The overall motive of all these necessary activities is
to maintain a healthy weight. Major components of the campaign were mass media based
advertisements including the likes of television activities as well as print advertisements
(Lupton, 2013). Along with all these, a website have been formed as a part of the campaign
that incorporates resources such as meal planning, risk calculator as well as health and diet
control oriented recipes. The detailed focus of the campaign have been on increment of the
link between becoming overweight and occurrence of chronic diseases, thereby promoting
healthy eating habits as well. Furthermore, the campaign also encourages public debate
regarding obesity and the importance of implementation of healthy eating habits and

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committing to physical activities (Lupton, 2015). The entire campaign have been designed
upon six high priority areas. They were
Strategic Health Framework
(Source: Goryakin et al. 2017)
Eating healthier
Within the time from 2012 to 2016, the Department of Health, Western Australia tried to shift
from dietary policies and trends from energy dense foods that have poor nutrient value. On
top of that is the need to improve food security. Before the launch of the Live Lighter
Campaign, in 2012, the authority of Western Australia planned a partnership with the
University of Edith Cowan with the aim of delivering an online suite for food and nutrition
curriculum related support materials for Youngers. In 2013, the Food access and Cost related
survey estimated the cost of nutritious food baskets available in supermarkets (Harray et al.
2017). In the middle of 2015, another survey was conducted which promptly showed that
prices of fresh fruits and vegetables have increased. Various policies were also formulated by
eatingforabetterhealthMoreActiveWestAustraliaCreationofsaferComunitiesReducingAlcoholIntakeEradicationofsmokingMaintainanceofawealthyweight

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the Healthway. The safe Food and Drink policy was started in schools to provide healthy
foods in school canteens and control foods which are high in calorie and energy.
Targeted Interventions
Time to timer various interventions like Healthy Schools campaign, Fuel Your Fututre
campaign and so on have been planned. The Live Lighter campaign have been developed in
Western Australia with an aim to encourage adults in Australia which leads to healthier life
styles in order to make changes in the eating and drinking habits and most importantly be
more proactive. Undoubtedly it is important for families and individuals to make the right
choices regarding their health (Herbert et al. 2017). This would in turn require less
promotions of the junk foods, better labelling of foods and incorporation of policies for
encouraging men to be more active. In June of 2012, the Live Lighter campaign started. The
prime aim was to show the Australians, the ill effects of obesity inside their bodies and thus
stressing on the importance of healthier lifestyle. In 2014, the Campaign won popularity in
Victoria and Northern territory including the capital territory of Australia.
2.2 Comparison of the HP interventions of the LiveLighter with the Social determinants
of Health (WHO)
The data on the rising risk of mental illnesses in Australia shows that mental health would
prove to be an alarming issue in the 21st century. A large number of the Australian people
would suffer from dementia. The list of social determinants of WHO also provides that stress
factors causing Dementia would be an alarming issue for the World. In people aged from 16
to 65. This might prove to be the reason behind various disorders like mood swings, anxiety
and so on. This leads people to crave for more fast food (Knox et al. 2017). The Live Lighter
campaign addresses this problem and includes messages that might make people aware of the
necessity to change their regular food habits. Familied person must remember that such poor

10HEALTH PROMOTION
habits might result in illness that would incur medical costs and future risks. Besides children
growing up in these circumstances would not be able to learn healthy food habits. The factor
of social exclusion is also brought into the limelight in the social determinants of the WHO,
2008. The same cause is being addressed in the Live Lighter with the example of “Grabbable
gut”. People with untoned body posture would lose social recognition. The exponents of the
campaign supposes that the illustrative representation of the internal organs of the body
containing toxic fat would give rise to fear and disgust in the minds of the Australians.
Another issue highlighted in the Social determinants of WHO is addiction (Lupton, 2013).
Major percentage of the Australian people are addicted to poor food habits. They prefer
crispy fried snacks and fast foods. In order to make the people aware of the disadvantages of
these habits, the Live Lighter campaign have included a series of television commercials.
These would portray several social circumstances and try to establish the importance of
pertaining to good food habits. One of the advertisements show a middle aged man advancing
towards the refrigerator to take out a slice of pizza. Midway he suddenly notice his
“grabbable gut” and immediately looks at his children playing in the lounge. He decides to
leave his idea. He realises that if he falls ill owing to these odd food habits, his children
would have to suffer the consequences.
3. Congruency with TWO of Kickbusch‘s (2012) five key determinants of health for 21st
Century
The epidemiological developments of the 21st century shows that overweight would be a
common trait of the people with about 57% of the overweight being obese (Martin, 2015). In
such a state, people are more prone to being attacked by various diseases of which diabetes is
the most threatening. Kickbusch also confirms that the people born in the 21st century would
have lower life expectancy rate in comparison to the previous generation members. The Live

11HEALTH PROMOTION
Lighter campaign have addressed this issue and created illustrative television commercials
for encouraging social awareness.
3.1 The utilisation of Fear
The images of fat encompassed organs and their terrible consequence that have been
portrayed in the print advertisements of the Live Lighter campaign tends to evoke fear in the
people’s mind regarding their health. Such threatening messages through imageries purposed
to evoker fear appeals have also been part of various initiatives destined to change attitude of
the society for better health outcomes including the likes of tetanus vaccination, anti-smoking
campaigns, and campaigns to promote use of condoms and lastly roundworm medication
(Goryakin et al. 2017). The basic strategy of a fear appeal is using dreadful representations to
make the people change certain habits out of fear. The activity can raise anxiety on
deliberation. However, an essential part of the fear appeals is highlighting of the measures
that can be undertaken to avoid those undesirable consequences which people dreads.
Besides, Kickbusch also addresses that in the 21st century the Australian societies are
becoming restructured and they are witnessing more amount of health inequalities. However
some scholars have put up argumentations against the fact that the impact of the obesity
prevention campaigns rest not only on injecting fear in the minds of people regarding the
harmful consequences of odd food habits and unhealthy lifestyles and particularly the
dangerous outcomes associated with obesity (Pausé, 2017). However, the campaign should
parallely advice people about the advantages of physical activity and health food habits
which the campaign wants to promote.
However, it has been observed that maximum number of advertisements of the Live Lighter
campaign focused on toxic fat and puts excess stress on evoking fear and then demonstrating
actions which are aimed at minimising the threat, for evidence taking the steps rather than the

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loft to burn calories, or driving away from the fast food drives via the outlets rather than
driving in there (Herbert et al. 2017).
3.2 Identification and discussion of systems thinking approaches (Stigma, Exclusion and
Disgust)
In this section, the various practices and approaches if the Live Lighter campaign to achieve
their aim have been discussed. Disgust imagery that portrays body products like as urine and
images of body organs have been utilised in some other campaigns that promotes behavioural
changes (McLean, 2015). Some of the scholars are of opinion that a combination of disgust
along with fear aggravates the chances of message persuasion more than those appeals which
only evoke fear. The images of visceral fat have been portrayed in pictorial representation of
wet and veiny organs, and the television advertisement campaigns show the same
encompassed by adipose tissues which are moving as well as pulsating. Other than that,
various kinds of sounds have also been included, the ones that include squelching sounds or
the sound of heartbeats (Carter, 2014). The primary purpose of portrayal of the image of
visceral fat is to evoke disgust in the minds of obese people along with repulsion and horror.
Besides fat bodies of men and women have been subjected to stigmatisation in many
instances. The images aim to make fat an issue for social abjection. This furthermore
indicates internal pollution as well as bears the symbolical implication of fear as well as
danger (Vallis & Inayatullah, 2016).
Thus, this disgust, abjection and stigmatisation that have been objectified in the campaign are
destined to arouse the audiences to resort to selected body expectations for their own selves
and also expecting the same of the others. This campaign also links certain wider media

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campaigns that despises the fatness of body and portrays fat people as ostracised as well as
denigrated (O’Hara et al. 2016).
Other than this repulsive ad posting, there is another advertisement that shows a man who is
holding his own “grabbable gut” and is having no face. These images generally stigmatise the
fatty people with such outer physical disposition and implies their loss of identity in the
society due to their fat bodies (Farringdon, Hands & Chivers, 2018). This initiative can be
viewed as a reinforcement of the weight based stigma that is prevalent in the Australian
society. Such attempts to dehumanize people is another way to inject social fear of denial of
identity as a punishment of neglecting health and resort to unhealthy arrangements. However,
there might be other societal implication of such imageries. The face blurring might also be
an attempt to save the identity of the man demonstrated in the ad campaign. One other
implication of the imagery could be to imply that fattiness do not have a face, or that the
advertisement is equally applicable to both men and women who parallely suffers from the
same issue of obesity. The disease that happen form obesity are similar in both men and
women although (Pulker, Scott & Pollard, 2018).
The campaign is however initiating people to lose their loose body fat. The main projection is
that belly fat is not only toxic but also socially unacceptable. However the rendition of the
representations and the imageries raises questions also. The psychological impact that it
brings about is questionable in this regard. Health interventions for the public is aimed at
improving the health of the individuals, however it raises the question that is it acceptable to
evoke sense3 of shame or disgust or fear in order to make people change their habits. On the
contrary, this can be an addressing of the fact that visual implication have the power to
influence people in a more positive way in terms of the degree of the impact that it have on
the people’s minds (Pulker, Scott & Pollard, 2018).

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3.3 Risk factors and Personal sense of responsibility
Risk and personal responsibility are heavily portrayed through the implications of the visual
messages in the Live Lighter campaign. The aim is to make people enact behavioural changes
in terms of aggravating their physical activity and making smart choices to reduce the level of
their risk. The risk here are the dangers that might follow poor health policies which is
obesity and the associated anatomical disorders. The conceptions like the need to raise
awareness about personal responsibility to reduce obesity and becoming knowledgeable
about the risks of the same have risen from the health promotion activities in Australia that
have aimed at promoting the facts that the risks are relative and hence can be easily avoided
by means of caution and basic hygiene (Khodabandeh et al. 2017). However, this campaign
have given undisputable supremacy to personal responsibility to prevent the risk of obesity.
Some changes in the individual behaviour is enough in comparison to interventions that have
to address wider social issues. Personal responsibility is also linked with personal blame. The
logic that links the two is that if the Australians constantly ignores the potential health risks
like as toxic fat and unhealthy behaviours, then it is obvious that they are putting themselves
in a position of being vulnerable to sickness and even disability and death. It does not end
here. The implication is wider. Their capability to perform as a contributing societal member
also curbs and they also incur cost upon their family, owing to their treatments.
3.4 Assessment of if and how the HP intervention promotes health equity and/or Action
on environmental sustainability.
The problem of obesity is much more complicated than simply enacting personal
responsibility. It has to be considered in terms of real life context of the people. The
relevance of the prevention messages in our day to day context is also required to be
discussed. An instance can be provided. Risk are generally perceived by people as negative

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and associated with danger. However, risk have a positive aspect also. Voluntary risk
reactions can also be undertaken in order to provide financial gain by staying healthy and
being able to enjoy a more exciting life. Staying fit actually brings in a sense of self
actualisation (Pausé, 2017). This can also be a part of sensible nurturing of kids also, whereby
they can be taught healthy activities by virtue of which they can stay fit throughout their life.
Again, this can only happen if the elders only set an example before them (Sumego, 2014).
The Live Lighter campaign openly despise the practice of going to the supermarkets and
buying crispy fried snacks, by tagging these activities as harmful for the body and risky for
future health. However, there are still some people who in spite of realising the value of the
statutory warnings still would not be able to control, the cravings of their taste buds.
However, the campaign lays out another aspect of such control measures. Men should
understand that they can save the money that they would have wasted in buying the fast foods
which are generally costly. Thereby they can utilise the same money in some other important
context.
Another factor is that the campaign addresses the contemporary modern society where men
are constantly besieged by various temptations and parallely they are also condemned for
their overindulgence. This is such a society where people tend to satisfy their desires,
frustrations and temptations through fast foods and various snacks (Consensus, 2017). The
geographical as well as the economic factors are also needed to be considered while
addressing the real contexts. One television commercial highlights a man who makes the
right choice by preventing his desire of entering into a fast-food outlet and driving away from
there. However, for people who live in a food desert and do not have ready access to healthy
and affordable foods (preferably areas inhabited by people of low socioeconomic status)
fetching fast food is supposed to be the best alternative since there are no healtho9er
alternative available at hand. Similarly the ad that portrays the mother out to purchase a

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packet of chips for the child could be stark reality for families that live in financial distress
(Pausé, 2017).
3.5 Widespread Control Measures
However this campaign can comprehensively display the interaction of panopticon as well as
synopticon. Epidemiological data about panopticon is implied into campaign messages that
talk of social control by means of behavioural changes. Self-surveillance is encouraged in the
campaign. Illustrative use of spectacle is also being made in this campaign. The first is the
spectacle that portrays internal organs in order to foster disgust with images of fatty gut.
Another spectacle is that of persons checking themselves at the last moment before
committing the mistakes that might lead theme towards obesity. Other important spectacles
have also been used.
The Live Lighter campaign ideas have been taken out of the societal implications
only. It is an amalgamation of some common social believes, not all of which are moralistic.
The idea of cornering a person for his odd figure is not a good implication (Martin, 2015).
However, if the portrayal and spread of this implication can make the people aware of the ill
effects of obesity, be it then for the better.
4. Conclusion
The case study of the campaign have been analysed and the analysis leads to the conclusion
that reflection and interpersonal discussion of the various aspects and implications of the
awareness campaign is really essential. The policy makers of the campaign have planned the
campaign so that it addresses and meets the criteria of the various interventions taken place in
the past. However, campaigns like Live Lighter are time limited and focuses on bringing
about behavioural changes. In this regard, the recommendations of the WHO regarding
obesity control have also been considered. After about 3 to 4 months of the completion of the

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campaign, a general survey have to be conducted to realise the outcome of the campaign and
realise how it has been able to influence people. More such campaigns can act as social
drivers of change, as evident from the nature of the Live Lighter campaign.

18HEALTH PROMOTION
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