It seems to me you've lost the forest for the leaves here.
If "the right goal" is measured on a scale, well, a person can change their weight any number of ways: going to the top of a mountain, cutting off their leg below the knee, lipsuction, becoming a prisoner of war (or just eating like one), etc. None of these things would improve their HEALTH, of course, but they'd meet the "right goal" of changing their weight.
If the goal instead is an individual's HEALTH, there's a limited number of straightforward things we know move a person toward that goal: eating real food, getting physical activity, not smoking, drinking in moderation, etc.
We need not worry about "nuance" or "misleading messages" if we talk about healthy behaviors and teach people to measure health with positive changes in their resting heart rate, blood pressure, etc. They may very well lose weight (or they may gain weight, burning fat in the process of building muscle), but they will definitely get healthier.
I feel you had an opportunity here to teach the general public and the media this simple lesson - to redirect the conversation AWAY from "weight" and TOWARD health - but instead you kept it on weight, and kept our culture in the spin cycle of worrying about weight.