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Fat-shaming: Change4Life’s anti-obesity ‘nudge’ campaign glosses over social inequalities

Mulderrig, Jane (2016) Fat-shaming: Change4Life’s anti-obesity ‘nudge’ campaign glosses over social inequalities. Democratic Audit UK (20 Dec 2016). Website.

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The Change4Life campaign draws on ‘nudge’ theory to encourage families to ‘make better choices’ about their diet and exercise. But, argues Jane Mulderrig, behavioural economics is a poor substitute for radical state intervention that would address the root causes of obesity – such as poverty, the availability of cheap junk food and inadequate public transport. Instead, Change4Life’s advertising subtly evokes northern, working-class families and plays on parental guilt using dubious science.

Item Type: Online resource (Website)
Official URL:
Additional Information: © 2016 The Author(s)
Divisions: LSE
Subjects: H Social Sciences > HT Communities. Classes. Races
J Political Science > JC Political theory
J Political Science > JN Political institutions (Europe) > JN101 Great Britain
L Education > L Education (General)
R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Date Deposited: 08 Jun 2017 10:00
Last Modified: 15 Sep 2023 20:45

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