Risky bodies: Public health, social marketing and the governance of obesity

The inclusion of obesity within public health rests on a proven and accepted biomedical link between body weight and health status. Drawing on the 2005 controversy over annual death rates attributable to obesity in the US, this paper contends that uncertainty as to the causal mechanisms linking body weight and health are undermining the development of effective obesity prevention policies. Consequently, this also weakens the justification of the inclusion of such policies within public health. This work draws on recent interest in ‘critical geographies of public health’ and the continued attention to the recursive relations between people and places in the context of health which may offer a useful theoretical viewpoint from which unpack such aetiological uncertainty. Without an agreed or universal risk from obesity, the paper argues that public health obesity prevention through social marketing should be geographical in outlook. The three examples of 5 a day, Jamie’s School Dinners and Sesame Street’s Cookie Monster are discussed to illustrate the effectiveness of communicating risk in a manner that allows intention to be effectively translated into risk-minimising behaviour within the dictates of locale.