Jamie says 'We have blessed our children with a shorter lifespan' as a direct result of 'the landscape of food we've built". The leading cause of death in the USA is not homicide, which most Americans fear, but instead the biggest killer is diet-related disease, costing over $150 billion each year.
The way Jamie proposes we should tackle the current obesity climate actually draws on robust psychological theory, using techniques such as empowerment. The way he presented this in the above TED talk is a triangle of influence: home, school and the main street (including restaurants and supermarkets). The main focus is schools, which would have a knock on effect to home life. Teaching every child about food in schools, providing them with life skills such as cooking and bringing these skills out into the community could 'empower people everywhere to fight obesity'.
Note: Although the main street section of the triangle is harder to tackle, Jamie urges for governments to crack down on systems such as labelling, and put a food ambassador in every supermarket, who can guide customers towards healthier choices and suggest recipe ideas. Big brands need to make food education be at the heart of their businesses.
As health psychologists I feel as though it is crucial that we back this message. It is rare to find a credible celebrity endorsement in favour of good health, that has the potential to inspire and influence a generation. Psychologists need to work with Jamie Oliver to ensure that good theory influences these potential interventions.
Jamie launched his Food Revolution Day on the 15th May 2015.
I will be getting on board and signing The Food Revolution petition. Will you?
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