The new twice-yearly publication contains over 132 pages of passionate editorial to help readers get under the skin of obesity, say the publishers.
The new title has been created by LighterLife UK - a weight-management company established over 25 years ago which specialises in group work including a combination of CBT (Cognitive Behavioural Therapy ) and TA (Transactional Analysis) in parallel with effective weight loss.
The founding team says that entire generations of obese people have effectively been written off by policy makers and those who could make a significant difference.
Broccoli & Brains aims to take a fresh approach viewing obesity from a human perspective, weaving in the voices of the long-term obese and those who have triumphed over years of excessive weight gain. It provides deeper insights into solutions and explores the psychological factors which often lie behind excessive consumption.
The magazine suggests that the obese would benefit from the type of therapeutic support frequently prescribed for addicts.
The launch issue includes:
* A political commentary which rails against successive governments for continually patronising the obese with expensive ‘five a day’ and ‘eat less, move more’ campaigns.
* A ‘big debate’ piece by columnist Leo McKinstry, who argues that any costs the obese pose to the NHS will soon be written off by their ‘premature mortality’.
* A riposte by columnist and psychiatrist Dr Max Pemberton who writes ‘no one would choose the life which comes with chronic obesity’ and advocates for a therapeutic approach to weight loss.
* An article in which obesity specialist Dr Matt Capehorn writes: “Regrettably, GP training on obesity remains shockingly poor and a disgrace” and lays bare the lack of resources available for Britain’s biggest health crisis.
* A series of graphic images, which illustrate the unhelpful messages families pass on to children about food.
The magazine has been launched alongside its own website and Twitter channel to encourage more people to join the conversation.
According to the publishers, copies are being distributed across the country to key influencers in the obesity world including MPs, doctors and nutritionists, the media, food industry chiefs etc.
The team behind Broccoli & Brains comments: “We created Broccoli & Brains because there is a lack of understanding about why so many people battle in their relationship with food.
“Since the late eighties our team have been watching the obesity professionals go round and round in circles. It’s time to stop the merry go round because we are talking about people’s lives.
“We will be focusing on all of the social and psychological elements associated with real people battling with a painful reality, rather than relegating the obese to an anonymous set of statistics.
“We hope that as more people gain better awareness about the issues involved fresh, life-changing solutions will finally be sought.’
Broccoli & Brains has a £9.50 cover price and will be available to order online at www.broccoliandbrains.co.uk
