The major advantage of the Change4life social marketing campaign is that it avoids hectoring people about their weight. Most of the people have poor food knowledge and culture and this situation increase people’ s vulnerability to a life-threatening health problem like obesity (Burchi, et al, 2011). In addition, the Change4life program greatly assists its audience to develop an improved food culture and avoid excessive accumulation of fat in the body. Since this public health campaign operates at the school level, it is a good movement for encouraging the new generation to follow a healthy food culture from childhood.
A poor food culture together with sedimentary lifestyle contributes not only to obesity but also to other chronic diseases like diabetes, blood pressure, and cholesterol (Wakefield, 2004). Change4life advocates claim that this health promotion program can play a vital role in improving the emotional health of individuals because a healthy body is essential to maintain a healthy mind. However, one of the notable disadvantages of Change4life is that it fails to address the needs of individuals who have already developed obesity. Moreover, this program does not have proper systems to manage the health condition of obese people or to bring them back to a normal life.
In addition, the high cost of care is another significant disadvantage of this social marketing campaign. According to a report, “ consumers would need to spend more than double the amount they would get back in discounts under the government’ s anti-obesity drive” (Smithers, 2011). Obesity is a chronic disease caused by the excessive accumulation of body fat, and this medical condition eventually leads to significant health impairment. According to the Harvard School of Public Health (n. d.), adults with a body max index (BMI) between 25.0 and 29.9 are overweight whereas obese adults will have a BMI of 30 or higher.
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