#BetterHealth: A qualitative analysis of reactions to the UK government’s better health campaign

Research output: Contribution to journalArticlepeer-review




External departments

  • Bournemouth University


Original languageEnglish
Number of pages7
JournalJournal of Health Psychology
Early online date10 Jan 2021
Publication statusE-pub ahead of print - 10 Jan 2021
Publication type

Research output: Contribution to journalArticlepeer-review


This study examined reactions to the UK government's Better Health campaign through a thematic analysis of tweets. Four themes were generated: Embracing Better Health; There is no Better Health without mental health; Inconsistent messaging; Only a surface-level solution. Findings suggest the campaign is problematic, given its lack of consideration for mental health and wider societal factors that contribute to obesity. The campaign could exacerbate mental health difficulties for individuals with eating disorders due to its focus on weight and perceived fat-shaming approach. Recommendations are made to develop future campaigns that avoid negative public responses, minimise harms, and maximise intended benefits.

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