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25 04 08 Tackling obesity in Kirklees
The Kirklees Partnership, representing all the main partners’ organisations in Kirklees has identified obesity as a major health challenge for the area. An Obesity Programme Plan has been developed to ensure there is a coordinated set of actions in place to tackle obesity. The Plan recognises the partners must invest in social marketing approaches to ensure that local interventions reflect the needs of the target groups. Social marketing has been identified as an approach to improve the effectiveness of interventions that aim to change behaviour.
Kirklees PCT, on behalf of the Council and its partners, commissioned qualitative research to assist in the development of a marketing and communications strategy, focussing specifically on people living in Kirklees and are currently undertaking weight management activity, and have done so in the last 12 months.
The research findings will be used to inform the development of weight management provision in Kirklees and communication with the target audience, thus encouraging participation in appropriate weight management activity.