The Weight Stigma Heat Map: A tool to identify weight stigma in public health and health promotion materials

Abstract

AbstractIssues AddressedPublic health campaigns and health promotion endeavours have been criticised for perpetuating weight stigma by reinforcing misinformation and using deficits‐based narratives about larger‐bodied people. The aim of this project was to develop a ‘heat map’ tool to appraise existing health policy and resources for elements that promote weight stigma.MethodsTen themes were identified from literature using inductive analytic review methodology including pictorial/photographic representation, weight‐health beliefs, body weight modifiability and financial concerns. Each theme was divided into four appraisal categories: the demonstration of weight stigma (via negative stereotyping, prejudice or discrimination that limits access to opportunities or services), weight bias (via presenting smaller bodies as normal/natural/healthy/good/desirable), bias‐neutral (via representation of people of all shapes and sizes and accurate and nuanced health information about larger‐bodied and smaller‐bodied people) and finally an anti‐stigma approach (via use of strengths‐based narratives and overtly positive representation of and leadership by larger‐bodied people).ResultsA colour coding schema (the ‘heat map’) to visualise stigmatising elements across materials and a scoring system was devised for future quantitative evaluation. To demonstrate the use of the Weight Stigma Heat Map (WSHM), the Australian National Obesity Strategy 2022–2032 was appraised.ConclusionsIt is likely that weight stigmatisation is an important but under‐recognised factor influencing the effectiveness of campaigns and interventions promoting behaviour change.So What?Public health and health promotion professionals should consider using the WSHM as a framework for the development of less stigmatising policies, campaigns and resources and to direct reviews of existing materials.