"Let's Move" Campaign: Applying the Extended Parallel Process Model

    Authors

    A. Batchelder;J. Matusitz

    Comments

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    Abbreviated Journal Title

    Soc. Work Public Health

    Keywords

    Child obesity; communication; extended parallel process model; fear; appeals; health; CHILDHOOD OBESITY; FEAR APPEALS; PREVENTION; FIGHT; RISK; FAT; Public, Environmental & Occupational Health; Social Work

    Abstract

    This article examines Michelle Obama's health campaign, "Let's Move," through the lens of the extended parallel process model (EPPM). "Let's Move" aims to reduce the childhood obesity epidemic in the United States. Developed by Kim Witte, EPPM rests on the premise that people's attitudes can be changed when fear is exploited as a factor of persuasion. Fear appeals work best (a) when a person feels a concern about the issue or situation, and (b) when he or she believes to have the capability of dealing with that issue or situation. Overall, the analysis found that "Let's Move" is based on past health campaigns that have been successful. An important element of the campaign is the use of fear appeals (as it is postulated by EPPM). For example, part of the campaign's strategies is to explain the severity of the diseases associated with obesity. By looking at the steps of EPPM, readers can also understand the strengths and weaknesses of "Let's Move."

    Journal Title

    Social Work in Public Health

    Volume

    29

    Issue/Number

    5

    Publication Date

    1-1-2014

    Document Type

    Article

    Language

    English

    First Page

    462

    Last Page

    472

    WOS Identifier

    WOS:000341141500007

    ISSN

    1937-1918

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