Bridging the gap in obesity messaging: Insights from urban Malaysians on culturally resonant communication

Obesity remains a significant public health issue in Malaysia, with government-led campaigns frequently relying on standardised messages to promote healthier eating. However, such messages often fail to reflect the cultural and socioeconomic realities of Malaysian communities. This qualitative study examined public responses to obesity prevention communication through three focus group discussions involving sixteen adults in Putrajaya. Five key themes emerged: practical disconnect from daily food routines, emotional resistance triggered by judgmental tones, perceived irrelevance due to message repetition, discomfort with perceived interference in cultural norms, and a desire for more respectful and realistic communication. Participants reported that messages targeting traditional foods such as nasi lemak and roti canai often failed to resonate, provoking defensiveness or disengagement. These findings underscore the need for more culturally sensitive and contextually grounded health communication. Bridging this communication gap through culturally resonant strategies may improve acceptance and effectiveness in national obesity prevention efforts.