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The aim of this paper is to qualitatively examine the ways in which primary school children, aged between 7 and 12, perceive various facets of obesity as defined by the common sense model of illness representation (CCM).

The study was qualitative in nature. Semi‐structured interviews were conducted with 33 children on all dimensions of the CSM. Twenty four children were normal weight and nine were overweight. A drawing task formed the methodology for the “identity” section of the interview.

Although children identified food intake as a main cause of obesity, almost half did not name sedentary behaviours as a cause of obesity. Duration (timeline) of obesity was regarded by most children as reliant on a person's undertaking of positive health behaviours. Normal weight children were found to list more severe consequences of obesity than the overweight group. It was found that experience contributed to the detailed knowledge of overweight children's perceptions of cures of obesity. Overweight children also spoke of personal incidents of barriers to cures.

The findings suggest that the CSMs can be used to classify children's perceptions of obesity. Future childhood obesity interventions can utilise these findings to create campaigns and strategies that are more consistent with children's understandings of this condition.

To the authors' knowledge, no previous study has examined children's perceptions of obesity beyond perceived causes.

The purpose of this paper is to investigate children's understandings of the intent and importance of current media initiatives designed to target childhood obesity. Semi‐structured interviews were analysed using qualitative content analysis, for the responses of overweight and normal weight children.

In total, 33 children were interviewed, 24 of normal weight and nine overweight. They were shown two print and four television advertisements from the New South Wales Health Department web site that were popularly broadcast between 2003 and 2007. Children were then asked if they had seen the advertisement prior to the interview, and their understanding of the intent and importance of the advertisements.

Most children in both weight groups recalled seeing five out of the six presented advertisements prior to interview. The main themes identified were “Health Maintenance” and “Illness Prevention” for five of the six advertisements. Overweight children were more numerous in their detection of a health message as opposed to normal weight children, who mostly commented on the safety aspect of advertisement six.

Future evaluations of mediated health campaigns should go beyond recording simple recall of campaign material and investigate instead the understandings of target groups. Mediated health campaigns should also specify messages to particular target groups, as they appear to be most likely to facilitate behaviour change.

Mediated health campaigns are mostly evaluated quantitatively rather than by qualitative means. In addition, no study has evaluated the views of overweight and normal weight children with regards to these health campaigns.