May 2011

Most Colorado residents are quick to admit Colorado has an obesity problem, they just don’t recognize that problem as their own. In fact, according to the results of LiveWell Colorado’s statewide survey of 1,100 adults and focus groups of more than 100 mothers, many Coloradans have a difficult time accurately identifying overweight or obesity. Instead, they often associate the issue with images of the morbidly obese, as seen on TV shows like “The Biggest Loser.” To address these misperceptions, LiveWell Colorado is launching an unprecedented statewide advertising and community engagement campaign at the end of this month.

LiveWell Colorado’s “culture change” campaign includes Colorado’s ‚Äì and the country’s ‚Äì first ads that aim to de-stigmatize obesity, presenting the surprising commonness of the problem. The ads, which will first appear on the final Oprah Winfrey show on May 25, illustrate that overweight and obesity look like every day Coloradans‚Äî55 percent of Colorado adults are overweight or obese‚Äîand emphasize the issue is not about vanity or labeling, but long-term health. The ad’s call to action encourages viewers to visit the livewellcolorado.org website to find out if they are at risk for an obesity-related disease and guides them to small steps they can take in order to live a healthier life. 

With one out of two Colorado adults currently not at a healthy weight, being overweight or obese has become the norm, and thus, we tend to accept it.  The goal of this campaign is to provide an ‚Äòawakening’ to Colorado residents, helping them understand that this new normal isn’t healthy for them or their families. Our research shows that by helping people make a personal connection to the obesity issue, they are more likely to make healthy changes for themselves and their families.

LiveWell Colorado will support the ads with community engagement activities, primarily focused on Colorado mothers, as research shows mothers are the most likely to agree that they, as parents, are responsible for solving the obesity problem in Colorado.

Community activities will include: free cooking classes on how to eat healthy on a limited budget; a “gym-a-bago” that travels to events and neighborhood venues to demonstrate simple, free ways to get the family moving; healthy cooking demonstrations at schools and community gathering places; events that bring communities together to be active and “promotores” programs (health outreach workers) working within the Hispanic community to hold culturally competent classes on healthy eating and physical activity. To expand the reach of these activities, videos will be shared through social media and the LiveWell Colorado website.

The ultimate goal of this campaign is to create a culture shift where people make healthy changes, demand healthier choices, support policies to make these choices available, and establish a culture where the healthy choice is the easy choice.  We hope you’ll get involved and join us in this state-wide movement.  

Warm regards,

Maren Stewart
President and CEO
LiveWell Colorado