Preventing Childhood Obesity - Evidence Policy and Practice.pdf

Chapter 23
the data because of its emotional impact. Messages
that are successful with one community may not
always translate to another, owing to cultural and
societal differences. To ensure success, the broader
social and political cultures need to be considered
when developing such messages, and it may be necessary
to develop new messages that align with the
values of that community.
Who c an c arry these m essages to the
t arget a udience m ost e ffectively?
Persuading the target audience will rely as much on
who delivers the message, as the message itself.
Different people can have completely different credibility,
power and effect. So a number of questions
can be asked in order to determine the most effective
messengers:
• Who is most likely to favorably influence the target
audience?
• Who is the target audience politically responsive to?
• Who does that audience most want to please?
• To whom is that audience politically or financially
obligated?
• Who does it respect?
For example, if the message is that “ traffic light
labeling on the front of packaged food will encourage
healthier choices ” , then who could take that message
to the health minister? Probably not an epidemiologist,
maybe a consumer activist, but the head of
the UK Food Safety Authority who has undertaken
consumer research, developed a labeling system
and implemented a strategy for uptake within their
country, would be an ideal candidate.
It is also important to consider who the person you
want to influence listens to and takes advice from, as
they will also need to be reached. Often those you
want to influence will be politicians so it is helpful to
know how each level of government influences the
policy - making process. Department staff and some
ministerial advisers are extremely influential, as it is
the cabinet that ultimately has to approve policy or
legislative change.
Garnering support from the public health community,
children ’ s rights groups, the consumer movement
and the public — particularly parents — can also
provide useful voices, so it is important to identify
messengers that can reach these groups and help to
raise awareness and support.
What m edium w ill b e m ost e ffective in
d elivering the m essages to the
t arget a udience?
There are two key avenues to achieve this: first, directly
through lobbying legislators to do what is recommended;
and second, using the media to promote the
message more broadly.
Direct lobbying
Lobbying is made up of two types of approaches:
inside and outside. 19 Inside lobbying is that which
takes place in and around the legislature and includes
a mix of strategies including:
• meeting with politicians and legislative staff;
delivering information face - to - face can be very
powerful. Remember to think about what is in it for
them;
• providing analysis and information to committees
and legislative offices;
• testifying to committees;
• negotiating with policy-makers and other lobby
groups.
Outside lobbying also requires work outside, where
legislation and policy is made. Some of these activities
include:
• media activity including news conferences;
• building broad and diverse coalitions;
• visits to local elected representatives by their
constituents;
• letter writing campaigns to legislators; and
• grass - roots activities such as rallies.
Media a dvocacy
Media advocacy is the “ strategic use of mass media for
advancing a social or public policy initiative. ” 20 It
recognizes that publicity is not an end in itself, but
asks, “ How can this media initiative or opportunity
best serve to advance our policy goals? ”
Using the media is an extremely powerful way to
advocate for change because to be successful, public
health campaigns require cultural as well as political
change. 21 The media provides the key channels to
promote these dual aims as it reaches the general
public, opinion leaders and policy - makers.
Policies to prevent obesity, like tobacco and alcohol
control, often involve issues that are contested, resulting
in a struggle with opposing forces. As such, the
media message has to play two roles — negating the
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