Exploring Government Policy on Improving the Nations Health through the Change4life Campaign - Essay Example

According to Boseley (2009), the campaigns are intended to help middle-aged adults and their families to make step by step improvements in their diets, alcohol intake and level of activity.

There are six healthy behaviors that people are encouraged to adopt through this particular public health crusade. The first one is the 5 A day call, which gives suggestions on how to eat the recommended five portions of healthy vegetables and fruits every day. The second component is advice on reducing the amount of salt intake per day. The campaign also encourages sugar swaps by giving vital information on the sugar content of various foods as well as the available alternatives. The other aspects are cutting down on alcohol consumption, cutting back on fats and leading an active life. The message is spread through different avenues with TV and online advertising being the major channels (Change4Life TV commercials, 2009). The integrated approach adopted in the campaign also allows for the use of radios, social media and direct marketing channels.

 Dealing with obesity requires behavior change in terms of the kind of food one takes and the lifestyle that an individual leads (Department of Health, 2004). Britt, Hudson & Blampied (2004) point out that behavior is a product of both individual and collective action and plays a central role in the health of the public. This is the reason why lifestyle risks have for a long time been considered to be the leading cause of morbidity and deaths in various nations (Sweney, 2008). In order to deal with obesity, which is a lifestyle health condition, the policy was created based on the transtheoretical model. Kemm (2015) states that this model takes a change of behavior to be an ongoing cycle rather than the final state. During the process of change, individuals may relapse in the initial stages though this does not mean that they have to start all over again. The model, therefore, describes the individuals in terms of the progress they make in a series of behavior states and in relation to other dimensions (Michie & Johnston, 2012). Its use in the drive has been effective in dealing with the issue in question as it has incorporated a motivation factor, which entails enlightening the masses on the benefits of living healthy.

The Change4 Life campaign has had significant success in promoting healthy living in England thereby reducing the cases of obesity and other lifestyle diseases. This is generally because of the fact that it addresses the underlying societal as well as biological factors that result in obesity-related behavior through its various undertakings.