Developing healthy eating promotion mass media campaigns: A qualitative study.

Item request has been placed! ×
Item request cannot be made. ×
loading   Processing Request
Read More Add to Saved list
  • Additional Information
    • Source:
      Publisher: Frontiers Editorial Office Country of Publication: Switzerland NLM ID: 101616579 Publication Model: eCollection Cited Medium: Internet ISSN: 2296-2565 (Electronic) Linking ISSN: 22962565 NLM ISO Abbreviation: Front Public Health Subsets: MEDLINE
    • Publication Information:
      Original Publication: Lausanne : Frontiers Editorial Office
    • Subject Terms:
      Diet, Healthy* ; Mass Media*; Focus Groups ; Health Promotion ; Humans ; Qualitative Research
    • Abstract:
      Background: Involving consumers in the development and assessment of mass media campaigns has been advocated, though research is still lacking. This study aimed to explore opinions and attitudes of citizens, health professionals, communication professionals, and digital influencers regarding the development and implementation of healthy eating promotion mass media campaigns.
      Methods: We conducted five semi-structured focus groups, where participants were exposed to the first nationwide mass media campaign promoting healthy eating in Portugal. Through criteria-based purposive sampling, 19 citizens, five health professionals, two communication professionals, and four digital influencers were included. Transcripts were analyzed using Charmaz's line-to-line open coding process.
      Results: Main identified themes were: considerations about informative-centered campaigns, health/nutritional issues to address, campaign formulation, target audiences, dissemination channels, and influencers' involvement. Participants favored campaigns focused on practical, transformative, and useful information with simple, innovative, activating, and exciting messages instead of strictly informative campaigns. Health and communication professionals mentioned the importance of adapting the message and dissemination channels to the target audience, addressing the most vulnerable and hard-to-reach individuals, and highlighted the importance of short video format.
      Conclusions: Active involvement of the health promotion target audience is crucial for the development and effectiveness of health campaigns. Campaigns need to convey health messages on simple though exciting communication materials, targeted to the most vulnerable subgroups, including deprived, less educated, younger, and older generations.
      Competing Interests: The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
      (Copyright © 2022 Capitão, Martins, Feteira-Santos, Virgolino, Graça, Gregório and Santos.)
    • References:
      Health Commun. 2004;16(4):493-506. (PMID: 15465692)
      WHO Reg Publ Eur Ser. 2001;(92):517-33. (PMID: 11729787)
      Circulation. 2012 Sep 18;126(12):1514-63. (PMID: 22907934)
      J Youth Adolesc. 2018 Jul;47(7):1409-1426. (PMID: 29468506)
      Health Promot Pract. 2013 Mar;14(2):157-62. (PMID: 23271716)
      J Med Internet Res. 2015 Jun 11;17(6):e141. (PMID: 26068087)
      Health Educ Res. 2001 Jun;16(3):343-55. (PMID: 11497117)
      JAMA. 2013 Nov 27;310(20):2191-4. (PMID: 24141714)
      Psychol Health Med. 2010 Mar;15(2):231-42. (PMID: 20391240)
      Curr Cardiol Rep. 2015 Nov;17(11):98. (PMID: 26370554)
      Circulation. 2010 Jul 27;122(4):406-41. (PMID: 20625115)
      Health Educ Res. 2016 Apr;31(2):121-35. (PMID: 26956039)
      Front Public Health. 2021 Dec 08;9:773907. (PMID: 34957026)
      Suicide Life Threat Behav. 2017 Dec;47(6):672-687. (PMID: 28044354)
      Man Ther. 2007 Nov;12(4):335-41. (PMID: 16963311)
      J Phys Act Health. 2017 Jul;14(7):552-570. (PMID: 28290762)
      Public Health Nutr. 2019 Dec;22(18):3349-3359. (PMID: 31663493)
      Cochrane Database Syst Rev. 2002;(1):CD000389. (PMID: 11869574)
      Circulation. 2013 Nov 5;128(19):2169-76. (PMID: 24100544)
      Lancet. 2010 Oct 9;376(9748):1261-71. (PMID: 20933263)
      Int J Technol Assess Health Care. 1998 Winter;14(1):3-23. (PMID: 9509791)
      Cochrane Database Syst Rev. 2017 Nov 21;11:CD004704. (PMID: 29159862)
      Int J Qual Health Care. 2007 Dec;19(6):349-57. (PMID: 17872937)
      Int J Behav Nutr Phys Act. 2018 Jul 24;15(1):70. (PMID: 30041699)
    • Contributed Indexing:
      Keywords: feeding behavior; health promotion; mass media campaigns; public health; qualitative research
    • Publication Date:
      Date Created: 20220815 Date Completed: 20220816 Latest Revision: 20220816
    • Publication Date:
      20240104
    • Accession Number:
      PMC9372615
    • Accession Number:
      10.3389/fpubh.2022.931116
    • Accession Number:
      35968460