Weight Stigma after Covid-19: The Role of the NHS’s Better Health Campaign

The objective of this project is to assess 1) the potential of the NHS campaign to convey its message, and 2) its potential to do so without increasing or reinforcing the prevalence of a weight stigma. This research makes theoretical and practical contributions. First, it contributes insights and knowledge to a field of social marketing in encouraging positive health behaviour change. Second, the research also makes practical contributions to policy makers and communications entities by highlighting the importance of balancing the overall objectives of a social marketing campaign with the potential to harm vulnerable populations by facilitating stigmatisation.