Voices for Healthy Kids: Findings from Opinion Research on Obesity

One of the keys to finding success in reversing the obesity epidemic is effective message development for public engagement.  Opinion research can be a critical tool for public health policy and advocacy efforts by providing insight into how the public thinks about, talks about, and acts upon the many complex health issues under the umbrella of obesity. The right messages provide the opportunity to build momentum and support for obesity prevention campaigns across the country. Voices for Healthy Kids conducted extensive opinion research at the local, state, and national level on obesity and related issues. The research examined the public’s opinions about obesity and its consequences, the connection between obesity and other health issues such as diabetes and heart disease, and the role of personal and governmental responsibility in addressing the problem. Levels of support for obesity prevention policies were also measured. To build upon prior-research, terms commonly used among public health professionals such as “the built environment” and “sugar-sweetened beverages” were specifically tested for understanding and effectiveness among the general public. Research findings have been used to develop a suite of motivating messages and tools for strategic advocacy use in the field with plans for future evaluation.