"Let's Move" campaign: applying the extended parallel process model

Area of Science:

• Public Health
• Health Communication
• Behavioral Science

Background:

• Childhood obesity is a significant epidemic in the United States.
• Michelle Obama's "Let's Move" campaign aimed to address this public health crisis.
• The Extended Parallel Process Model (EPPM) provides a framework for understanding persuasive health messages.

Purpose of the Study:

• To analyze Michelle Obama's "Let's Move" campaign using the Extended Parallel Process Model (EPPM).
• To evaluate the campaign's strategies, particularly its use of fear appeals.
• To identify the strengths and weaknesses of the "Let's Move" campaign through the EPPM lens.

Main Methods:

• The study applies the Extended Parallel Process Model (EPPM) to dissect the components of the "Let's Move" campaign.
• Analysis focuses on how the campaign elicits concern and perceived efficacy in its audience.
• Examination of campaign strategies, including the communication of health risks associated with obesity.

Main Results:

• The "Let's Move" campaign incorporates fear appeals, a key component of the EPPM.
• Campaign strategies emphasize the severity of obesity-related diseases to foster concern.
• The campaign appears to build upon successful elements of previous health initiatives.

Conclusions:

• The "Let's Move" campaign's effectiveness can be understood through the EPPM framework.
• The strategic use of fear appeals, coupled with perceived efficacy, is crucial for persuasive health campaigns.
• Understanding EPPM's principles highlights both the strengths and potential areas for improvement in public health initiatives like "Let's Move".