Development of Web and print materials for maintaining weight loss: The interplay of science-based messages with compelling emotional appeals

Among overweight and obese adults, a 10% weight loss reduces risk of chronic diseases; however, weight regain often follows successful weight loss. The Centers for Disease Control and Prevention (CDC) collaborated with the Academy for Educational Development and the International Food Information Council Foundation to examine effective ways to communicate science-based strategies for maintaining weight loss using compelling emotional appeals to draw attention to messages and motivate consumers. Web and print materials designed to evoke emotion and convey science-based strategies for weight-loss maintenance were developed and tested among twelve focus groups of parents having a BMI > 25 before weight loss. Participants were initially segmented by sex, parenting stage (“Empty Nesters” versus parents with children at home), and weight-loss maintenance category (maintained 10% or greater weight loss versus regained much of weight lost). Participants responded strongly to positive emotional appeals such as “Celebrate your Success,” and to strategies such as adding more vegetables to recipes. The science-based strategies for weight-loss maintenance resonating most strongly with audiences during initial testing were tailored for each segment's sex/parenting stage. Tailored tips and emotional appeals were tested further among parents with recent 10% weight loss (nine groups). Participants valued the tailored tips as helpful reminders to maintain their weight control efforts. CDC was perceived as a trustworthy source of information for weight-loss maintenance. Testimonials from people successful at weight-loss maintenance reinforced the science-based strategies and inspired participants. Using emotional appeals with science-based messaging is potentially effective for drawing attention to content and motivating consumers.