Public health and obesity prevention campaigns – a case study and critical discussion

Social marketing campaigns play a key role in responses to obesity. We examine a recent Australian obesity prevention campaign as a case study to explore public health values, and in particular consider the implications of the use of fear, risk, stigma, disgust, and personal responsibility in such campaigns. We examine the broader implications of such campaigns as forms of social control that promote certain images of body weight while problematising other body types. We consider the intended and unintended consequences of these campaigns. Responses to obesity are influenced by the political environment. The intended and unintended consequences and the political environment should be considered in the development of alternative models.