Title

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

Authors

Authors

A. Batchelder;J. Matusitz

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

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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