ABSTRACT
Sophie sits at her desk on the second day of her new job as the Behavioural Change Director at safefood, the promotional body responsible for food safety and healthy eating on the island of Ireland (IOI) (safefood 2011). One of safefood’s priorities is to address the complex issue of obesity, which is continuing to increase at a population level. In the past when addressing this wicked 1 problem on the IOI, safefood have adopted mass media approaches to raise awareness of the obesity epidemic within the adult population. Safefood have also adopted a collaborative approach to change. For example, the organization partnered with the Health Service Executive (HSE) in the development and implementation of Little Steps 2 and with the Irish Nutrition and Dietetic Institute (INDI) on Weigh2Live. 3 More recently, safefood adopted the social marketing framework to develop a pilot initiative, Get Your Life in Gear (GYLIG), which focused on the issue of male obesity in truck drivers on the IOI.
