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You're right about the oil tanker--these policies are not being pursued because the fact it's being allowed to depend on individual choices makes it seem like turning around an oil tanker.
I think the campaigns on smoking would be very interesting to study, and I don't know much about them, but as far as I'm aware the main argument that cut through was about lung cancer (if anyone knows more please correct me). You can't make such an encapsulated point with 'obesity', 'lack of physical activity', 'shorter lifespan'--everybody fears cancer but the other points exercise (no pun intended) people a lot less.
Oliver Schick
Ok but even without making not cycling to work illegal (seat belt analogy) policy can obvs influence the choices people make. For instance, make it more expensive to drive cars and easier/cheaper to cycle. It's quite an oil tanker to turn around (literally) society wise as everything is designed for cars but look at the smoking analogy. Cigarettes are expensive and not allowed in very many places anymore so a smaller proportion of people smoke than 20 years ago.