Stop the Spread was a multi-media public health awareness campaign by Safefood aimed at tackling public misconception regarding overweightness and obesity in adults on the island of Ireland. The campaign was officially launched on 10 May 2011 at the Royal College of Physicians by Minister of State at the Department of Health and Children with responsibility for primary care, Róisín Shortall T.D.
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Campaign message
A key message of the campaign was communicating new information to the public on waist sizes for men and women, and how to measure these correctly. These waist measurements are 32 inches for women and 37 inches for men based on guidelines from the World Health Organisation (WHO) for a healthy waist size.
The campaign used both online and offline media including, TV and radio and outdoor advertising and public relations encouraging members of the public to pick up a free measuring tape from participating pharmacies and check their waist measurements. Stop the Spread represented the first integrated use of social and digital media by Safefood in a public health awareness campaign.
To raise further awareness of the campaign with the public, an 8-week weight management programme with MLA's in the Northern Ireland Assembly was carried out. In total, 32 MLAs participated including the Chair and Deputy Chair of the Health Committee.
Post-campaign evaluation
Safefood's post campaign research demonstrated that it had successfully achieved its objectives.