Shifting the Narrative on Childhood Overweight & Obesity
A new playbook for effective advocacy
About
This document provides a clear and evidence-based strategy for UNICEF and partners on how to communicate key concepts for the prevention of childhood overweight and obesity. This issue and its solutions, clouded in misconceptions and social stigma, are complicated to communicate. Behavioural science shows the importance of getting the messaging correct for these tough topics to communicate effectively across different audiences. It’s all about narrative and the story we tell.
The purpose of this document is to help UNICEF teams and partners strategically frame core concepts around the issue of childhood overweight and obesity (failing food systems, misleading labels, harmful marketing to children, sugary drinks tax and junk food villains), with specific communication messaging for three key audiences: the public, policymakers and the food and beverage industry.
It builds on UNICEF’s foundational technical expertise, abiding by key guiding principles that are rooted in behaviour insights research, and avoiding perpetuating further stigma.
