ABSTRACT

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explores how public health scholars, policymakers, and the media problematise childhood obesity as well as provide a critique of the assumption that school-based programmes are an obvious solution to obesity. It examines how neoliberalism underpins a number of key elements that make the corporate war against obesity possible, including processes of corporatisation, privatisation, and philanthropy. The book also examines the backdrop to the corporate war on obesity, with a focus on corporate philanthropy and corporate social responsibility initiatives at transnational, national, and local levels that position the private sector as a central player. It demonstrates the ways in which various corporate healthy lifestyles education programmes were actually enacted, experienced, understood, and felt by children and adults in primary schools. The book focuses on the attempts of corporations and their partners to mobilise children to be healthy consumers.