Developing healthy eating promotion mass media campaigns: A qualitative study

Detalhes bibliográficos
Autor(a) principal: Capitao, C
Data de Publicação: 2022
Outros Autores: Martins, R, Feteira Santos, R, Virgolino, A, Graça, Pedro, Gregório, Maria João, Santos, O
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://hdl.handle.net/10216/144462
Resumo: 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.
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spelling Developing healthy eating promotion mass media campaigns: A qualitative studyCiências da Saúde, Ciências médicas e da saúdeHealth sciences, Medical and Health sciencesBackground: 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.20222022-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10216/144462eng10.3389/fpubh.2022.931116Capitao, CMartins, RFeteira Santos, RVirgolino, AGraça, PedroGregório, Maria JoãoSantos, Oinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-09-27T06:45:43Zoai:repositorio-aberto.up.pt:10216/144462Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-09-27T06:45:43Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Developing healthy eating promotion mass media campaigns: A qualitative study
title Developing healthy eating promotion mass media campaigns: A qualitative study
spellingShingle Developing healthy eating promotion mass media campaigns: A qualitative study
Capitao, C
Ciências da Saúde, Ciências médicas e da saúde
Health sciences, Medical and Health sciences
title_short Developing healthy eating promotion mass media campaigns: A qualitative study
title_full Developing healthy eating promotion mass media campaigns: A qualitative study
title_fullStr Developing healthy eating promotion mass media campaigns: A qualitative study
title_full_unstemmed Developing healthy eating promotion mass media campaigns: A qualitative study
title_sort Developing healthy eating promotion mass media campaigns: A qualitative study
author Capitao, C
author_facet Capitao, C
Martins, R
Feteira Santos, R
Virgolino, A
Graça, Pedro
Gregório, Maria João
Santos, O
author_role author
author2 Martins, R
Feteira Santos, R
Virgolino, A
Graça, Pedro
Gregório, Maria João
Santos, O
author2_role author
author
author
author
author
author
dc.contributor.author.fl_str_mv Capitao, C
Martins, R
Feteira Santos, R
Virgolino, A
Graça, Pedro
Gregório, Maria João
Santos, O
dc.subject.por.fl_str_mv Ciências da Saúde, Ciências médicas e da saúde
Health sciences, Medical and Health sciences
topic Ciências da Saúde, Ciências médicas e da saúde
Health sciences, Medical and Health sciences
description 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.
publishDate 2022
dc.date.none.fl_str_mv 2022
2022-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.uri.fl_str_mv https://hdl.handle.net/10216/144462
url https://hdl.handle.net/10216/144462
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.3389/fpubh.2022.931116
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instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.mail.fl_str_mv mluisa.alvim@gmail.com
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