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.

这项研究通过对推文的主题分析，检查了对英国政府改善健康运动的反应。产生了四个主题：拥抱更好的健康；没有心理健康就没有更好的健康；消息不一致；只是表面级的解决方案。调查结果表明，该运动存在问题，因为它没有考虑心理健康和导致肥胖的更广泛的社会因素。该运动可能会加剧饮食失调患者的心理健康困难，因为它关注体重和感知脂肪羞辱的方法。建议制定未来的活动，以避免负面的公众反应，最大限度地减少危害，并最大限度地提高预期收益。