The problem

Prevention is and has been conducted similarly to counselling only on a health- and psychological basis without the use of empirically well confirmed theories from social psychology for example regarding the topics of attitude, behaviour and communication. Specifically concerning campaigns that want to change eating and physical activity behaviour as well as influence all forms of eating disorders. This measures of the first generation showed a boom in “enlightenment” mostly in the mesosystem school, partially even increasing the problem of eating disorders. This cannot be explained via psychological disorders of the children but rather via group dynamics and the building of norms in the group. The campaigns of the second generation focussed mainly on self esteem that has been seen – and rightly so – as one of the central predictors of eating disorders. More recent studies cross this intra-border of psychological disciplines. In a comparison of different prevention campaigns Pearson et. a. (2002) conclude that campaigns against eating disorders and obesity should learn three things from the already successful campaigns against depression. Firstly the accuracy of the methodology, secondly the carefulness regarding the handling of prevention in groups to avoid unexpected group dynamic effects and thirdly the implementation of social norms marketing and other socio-psychological findings.

All contents and guidelines on prevention and therapy are based on the approaches that are considered relevant in the latest literature on the issue. An important factor is that the prevention of obesity should be looked at in conjunction with that of eating disorders, as it has been proven that the transition from obesity to eating disorders and vice versa is easy.  Furthermore, such an approach also takes into account the comorbidity of obesity and eating disorders, which lies at approx. 7% (bulimia) and 30% (Binge Eating Disorder).

The fact that prevention may also be unsettling to the patient and thus increase pre-clinical eating disorders should not be underestimated in this context.

The preventive and therapeutic concept of “InForm” takes the addictive aspect of overeating into account, as well as comorbidity with ADHD (Attention Deficit/Hyperactivity Disorder).

A particularly positive aspect is the involvement of social-psychological methods, as prevention in this field is always linked to social norms marketing and thus not only requires expertise in the field of clinical and health psychology, but also in the methods of opinion and attitude building that have long been proven successful in the areas of marketing and advertising and which, over the last 10 years, have also been producing good empirical results in preventive health campaigns.

The member states participating in the project will benefit from the added value of information and knowledge exchange, while the standards drawn up within the project can later be implemented by any member state of the European Union. 

Another positive effect will be a reduction of the follow-up costs caused by obesity in the health systems of the individual member states.

On a macro level, the “InForm” project involves food corporations, shops, school authorities, sport organisations, municipal authorities and the restaurant and catering trade, to whom reasonable suggestions will be made.