Grant: Doctoral: Vanier Canada Graduate Scholarships

Most Canadians are aware that being physically active is an important part of their health. Yet, about four in five Canadian adults do not meet Canadian Physical Activity Guidelines. In addition, while obesity rates in Canada have been growing, individuals who are obese but fit are at a lower risk of mortality than those who are thin but unfit. Still, obese individuals are commonly stigmatized in the media. In news photographs for example, obese individuals are less likely to be shown exercising or wearing professional clothing than normal weight individuals, and are more likely to have their heads cut out of the photo/video or be shown eating or drinking. These types of photos reinforce anti-fat stereotypes. Obese individuals may accept anti-fat stereotypes about themselves and consequently avoid physical activity. This is a major public health challenge because it is difficult for public health campaigns to compete for attention in such a media-rich environment. This research will determine if perceptions related to obesity (anti-fat stereotypes) can be modified to increase physical activity in obese persons. Perceptions can be changed by associating words like 'strong', 'athletic' and 'motivated' with images of people with obesity. It is expected that repeated exposure to counter-stereotypical images will reduce anti-fat bias and increase physical activity in individuals with obesity. There is currently a lack of research that identifies ways to reduce the stigma of obesity. The results of this research could aid in designing public health campaigns that promote the health benefits of physical activity for individuals at every weight. Plus, a lack of physical activity is associated with the development of diseases such as cardiovascular disease, type 2 diabetes, and some cancers. Therefore, improving rates of physical activity, no matter the BMI, would improve the health of Canadians and decrease the financial burden on the Canadian health care system.