Title

"Let'S Move" Campaign: Applying The Extended Parallel Process Model

Keywords

Child obesity; Communication; Extended parallel process model; Fear appeals; Health

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". Copyright © Taylor & Francis Group, LLC.

Publication Date

1-1-2014

Publication Title

Social Work in Public Health

Volume

29

Issue

5

Number of Pages

462-472

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/19371918.2013.865110

Socpus ID

84906545202 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84906545202

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