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The objective of this study was to create/test a social marketing campaign to increase fruit/vegetable (FV) intake within Oregon Supplemental Nutrition Assistance Program (SNAP) eligible families. Focus groups (n = 2) and pre/post campaign phone surveys (n = 2082) were conducted in intervention counties (IC) and one control county. Participants wer...
Citations
... Previous studies demonstrated that web-based intervention delivery methods were feasible, cost-effective, and acceptable in improving the weight-related behaviours of children [20][21][22]. Moreover, a web-based health-related programme could also be an effective strategy for making health-related programmes more accessible to families, particularly those with socioeconomic disadvantages [23,24]. Although these studies show promise, little is known about the feasibility of these intervention programmes within the preschool child-parent dyads population in Malaysia. ...
... Given the greater need in socioeconomically disadvantaged families for health-related behavioural intervention [38], the programme successfully addresses preschool child-parent dyads with low-income households. Prior research demonstrates that the internet was used as a preferred channel for retrieving information about healthy eating, particularly among families with low socioeconomic status [24]. Furthermore, the i-MaCHeL programme provides information and resources to support parents in improving child weight-related behaviours, intending to achieve the optimal nutritional status of preschool-aged children. ...
Background
The growing obesity epidemic in Malaysia presents a public health challenge that requires innovative intervention strategies. In an effort to address this problem, an Interactive Malaysian Childhood Healthy Lifestyle (i-MaCHeL) programme, which is a web-based initiative designed for preschool child–parent dyads offers a novel approach. Nevertheless, the success of such a web-based intervention depends on several interrelated factors. This research aims to examine the feasibility of i-MaCHeL in the Malaysian context, its usability for preschool child–parent dyads, and the acceptability of the programme among these user groups.
Methods
This was a single-arm pilot study involving 46 child–parent dyads recruited from six government preschools in Terengganu, Malaysia. The preschools were selected using a cluster random sampling technique at the preschool level. The intervention feasibility was determined based on the retention rate of participants in the pilot study. The System Usability Scale (SUS) and intervention process evaluation were used to assess the usability and acceptability of the web-based i-MaCHeL programme.
Results
The retention data demonstrated that 42 out of 46 participants completed the 13-week intervention programme, which showed that the overall retention rate was 91.3%. A mean (SD) SUS score of 84.70 (13.82) was obtained from parents, indicating that the web-based i-MaCHeL had an acceptable usability level. The mean scores of the process evaluation items ranged from 4.52 (0.63) to 4.83 (0.38), demonstrating that the web-based i-MaCHeL was highly accepted by the parents. The acceptability data also indicated that at least 92.9% (39/42) of the parents agreed/strongly agreed that the web content, programme duration, intervention dose, WhatsApp group, and delivery mode were appropriate.
Conclusions
According to these findings, the i-MaCHeL intervention using a web-based approach was feasible, usable, and acceptable as part of a weight-related behaviour change intervention for preschool child–parent dyads. This pilot study demonstrated that the web-based i-MaCHeL was feasible and promising for delivering weight-related behavioural intervention to child–parent dyads.
Trial registration
ClinicalTrials.gov, NCT04711525. Registered on January 15, 2021.
... Overall, stakeholders (i.e., healthcare providers, early childhood education professionals, community health planning and policy development specialists, and nutrition education professionals) expressed the need to improve the knowledge and awareness of individuals about the programs and resources available to them to reduce food insecurity. The research has identified similar findings, suggesting a lack of community outreach opportunities and marketing strategies to improve individuals' awareness about community resources and assistance programs [53][54][55][56]. Furthermore, stakeholders (i.e., healthcare providers, early childhood education professionals, emergency food assistance providers, and nutrition education professionals) also addressed the need for a centralized referral system to better address the needs of community members. ...
This qualitative study aimed to determine the perceived barriers of different community stakeholders’ to providing resources for improving food security in households with young children in the U.S. Community stakeholders working with low-income families with children 0–3 years of age in Florida were recruited to represent healthcare (n = 7), community/policy development (n = 6), emergency food assistance (n = 6), early childhood education (n = 7), and nutrition education (n = 6) sectors. In 2020, one-on-one interviews were conducted with each stakeholder in via Zoom, using an interview script based on the PRECEDE–PROCEED model and questions to capture the impacts of COVID-19. The interviews were audio-recorded, transcribed verbatim, and analyzed using a deductive thematic approach. A cross-tab qualitative analysis was used to compare data across categories of stakeholders. Healthcare professionals and nutrition educators indicated stigma, community/policy development stakeholders indicated a lack of time, emergency food assistance personnel indicated a limited access to food, and early childhood professionals indicated a lack of transportation as the main barriers to food security prior to COVID-19. COVID-19 impacts included the fear of virus exposure, new restrictions, lack of volunteers, and a lack of interest in virtual programming as barriers to food security. As perceived barriers may vary with respect to providing resources to improve food security in families with young children and the COVID-19 impacts persist, coordinated policy, systems, and environmental changes are needed.
... women and men of reproductive age) since only 16% of the participants could actively recall the intervention. Previous health awareness campaigns in the field of maternity care, varying in size of the targeted region and extent of the intervention, showed recall rates varying between 12 and 55% [32,48,49]. One of the biggest challenges in developing a successful social marketing strategy for PCC is finding one single strategy that resonates with a large and diverse target population [50]. ...
Background
The preconception period provides a window of opportunity for interventions aiming to reduce unhealthy lifestyle behaviours and their negative effect on pregnancy outcomes. This study aimed to assess the effectiveness of a locally tailored preconception care (PCC) intervention in a hybrid-II effectiveness implementation design.
Methods
A stepped-wedge cluster randomized controlled trial was performed in four Dutch municipalities. The intervention contained a social marketing strategy aiming to improve the uptake (prospective parents) and the provision (healthcare providers) of PCC. Prospective parents participated by administering a questionnaire in early pregnancy recalling their preconceptional behaviours. Experiences of healthcare providers were also evaluated through questionnaires. The composite primary outcome was adherence to at least three out of four preconceptional lifestyle recommendations (early initiation of folic acid supplements, healthy nutrition, no smoking or alcohol use). Secondary outcomes were preconceptional lifestyle behaviour change, (online) reach of the intervention and improved knowledge among healthcare providers.
Results
A total of 850 women and 154 men participated in the control phase and 213 women and 39 men in the intervention phase. The composite primary outcome significantly improved among women participating in the municipality where the reach of the intervention was highest (Relative Risk (RR) 1.57 (95% Confidence Interval (CI) 1.11–2.22). Among women, vegetable intake had significantly improved in the intervention phase (RR 1.82 (95%CI 1.14–2.91)). The aimed online reach- and engagement rate of the intervention was achieved most of the time. Also, after the intervention, more healthcare providers were aware of PCC-risk factors (54.5% vs. 47.7%; p = 0.040) and more healthcare providers considered it easier to start a conversation about PCC (75.0% vs. 47.9%; p = 0.030).
Conclusion
The intervention showed some tentative positive effects on lifestyle behaviours among prospective parents. Primarily on vegetable intake and the knowledge and competence of healthcare providers. The results of this study contribute to the evidence regarding successfully implementing PCC-interventions to optimize the health of prospective parents and future generations.
Trial registration
Dutch Trial Register: NL7784 (Registered 06/06/2019).
... Before One More (Thompson et al., 2013) 23 a&b Food Hero (Tobey et al., 2016;Tobey & Manore, 2014) 24 Hivstigma.com (Adam et al., 2011) 25 Get Yourself Tested (Friedman et al., 2014) 26 ...
Recognizing the potential of social media as an integral driver of communication that facilitates two-way conversations, this scoping review seeks to identify and synthesize salient benefits and challenges of social media usage reported in social marketing communication. Following a systematic literature review procedure, 31 social marketing studies utilizing social media communications channels were identified. The findings were thematically grouped under eight main topics: targeted reach and raising awareness, continuous consumer insight, ongoing interaction and dialogue, promoting behavior change, cost and time efficiency, discussing sensitive issues, building relationships and social media challenges. Identified taxonomies inform future research.
... 23 Overseas, social media campaigns have been shown to be effective in specific groups, such as lower-income groups. 24,25 It is recommended, to improve levels of consumption of fruit and vegetables, that a widespread, well-funded mass media campaign be developed and implemented with the aim to increase knowledge of the daily fruit and vegetable guidelines, and showing that these recommendations are achievable. 7 This is a need also identified by the Australia and New Zealand Ministerial Forum on Food Regulation. ...
Aim:
To investigate New South Wales adults' perceived adequacy of their fruit and vegetable consumption and to identify the barriers to consumption.
Method:
An online cross-sectional survey of a sample of adults in New South Wales (n = 1603) in February 2019 measured self-reported fruit and vegetable intakes, perception of consumption adequacy and barriers to consumption. Proportions of participants whose reported consumption met the daily recommended serves of fruit and vegetables per day were calculated. Chi-square and Fisher's exact tests were used to explore differences between demographic characteristics and meeting fruit and vegetable recommendations. For those not meeting recommendations, Chi-square and Fisher's exact tests were used to explore perceived adequacy of intake as a potential barrier to consumption.
Results:
The sample included 52.7% women, 40.0% aged under 40 years and 28.6% over 59 years, 68.2% lived in a major city, and 32.6% were university educated. Overall, 64.8% of participants reported consuming adequate fruit and 12.4% reported consuming adequate vegetables. Of those consuming less than the guidelines, 21.3% perceived that they were eating enough fruit and 53.7% perceived they were eating enough vegetables. The most common barriers to eating more fruit were preference for other foods (29.6%), fruit spoiling too quickly (28.3%), and habit (27.0%). The most common barriers to eating more vegetables were the perception that they eat enough (26.8%), preference for other foods (21.9%), and habit (19.7%).
Conclusions:
Greater efforts are needed to support the public to eat adequate fruit and vegetables, consistent with dietary guidelines. Public education campaigns specifically targeting increasing vegetable consumption are required to address knowledge gaps, given a large proportion of our study population consumed inadequate levels of vegetables yet perceived their intake to be adequate.
... A alimentação é um elemento central da saúde que tem sido abordada dentro do contexto de marketing social (Tobey et al., 2016;Ramirez et al., 2017;Saronghan, Thomson & Ensor, 2016;Hodgkins et al., 2019). Como exemplo, pode ser citado o estudo que avaliou dois programas para melhorar as escolhas alimentares entre militares, sendo um programa voltado apenas para a comunicação direcionadas ao consumidor e outro com uma perspectiva de programa de marketing social que envolve todos os stakeholders envolvidos (Carins;Rudle-thiele & Parkinson, 2017). ...
Este artigo analisou os fatores que influenciam o desperdício alimentar no nível doméstico a partir da definição de um modelo de hipóteses para predição da intenção a redução do desperdício alimentar. Para o processo de coleta de dados, foi elaborado um questionário no Google forms, cujos respondentes foram acessados através das redes sociais de grupos relacionados a alimentação, resultando em 532 questionários. Os dados foram submetidos aos procedimentos de validação psicométrica dos construtos, a análise das medidas descritivas e a análise das hipóteses do modelo proposto. Os resultados apontam que o grupo predisposto a redução do desperdício alimentar é composto por: mulheres, indivíduos entre 21 e 35 anos, estudantes ou já graduados e que trabalham o dia inteiro. Tais resultados direcionam para a necessidade dos apelos de gênero além de outras possibilidades de segmentação dos programas de marketing social para redução do desperdício.
... Healthy food alternatives are often more expensive than unhealthy ones. 23,26,27 In Maputo, orange-and white-fleshed roots are normally mixed and carry the same price. 22 Affordability is, therefore, not an important factor in deciding between the healthier orange and the less healthy white-fleshed alternatives. ...
Since the late 1990s, the International Potato Center has promoted orange-fleshed sweet potato (OFSP) cultivars in Mozambique as a healthy food, emphasizing its capacity to reduce the prevalence of vitamin A deficiency among mothers and young children. This article seeks to reveal why consumers in Maputo, the capital city of Mozambique, adopt or reject OFSP looking at the role of food systems and consumer characteristics in access and acceptance of healthy food and at the positioning OFSP on the market in terms of lifestyle and need satisfaction.
The results of 255 street interviews confirm that OFSP is widely known. Information reaches people mainly via informal channels (relatives and retailers). Nonadoption is the result of the positioning of OFSP as food for young children and sick people. The OFSP appeals most to the hedonistic and conservative lifestyle segments. Adoption is associated with the perception of OFSP as a source of vitamins that builds up muscles and improves physical appearance and self-fulfillment. While women are typically responsible for domestic tasks, male adopters emphasize the role of OFSP in family health and well-being more than female adopters. This first attempt to understand the marketing of healthy food in Mozambique exposes many similarities between the urban consumers in Maputo and those in developed countries. The results indicate that future marketing should exploit informal channels such as vendors and emphasize its nutritious value for all consumers instead of focusing on mothers and young children.
... Parallel with this situation, the use of social networks in Saudi Arabia has increased progressively in recent years, impacting the different activities carried out in this country (22). As of January 2021, there are 33.58 ...
Purpose: The objective of this study is to investigate the perceptions of healthcare providers about the use of social media for healthy diet management in Saudi Arabia.
Participants and Methods: A cross-sectional study was designed to investigate the use of social media healthy diet management. The sample constituted 308 healthcare professionals from Saudi Arabia. The social media application, WhatsApp is employed to distribute the questionnaire, which has achieved a response rate of 50.61%. Out of the total participants, 55% of the participants were under 30 years of age, 71% were females, and 55% of the participants had a bachelor's degree.
Results: Among the total respondents, 66% used social networking applications more than four hours a day, and 78% utilized social media to get information about a healthy diet. The respondents employed the following platforms for this purpose: Instagram (27%), YouTube (19%), Snapchat (19%), WhatsApp (18%), Twitter (8%), and Facebook (5%). The respondents considered that social media is very helpful to educate (44%), communicate with specialists (33%), and get applications for a healthy diet (38%). They held an opinion that social media is very helpful in improving knowledge about a healthy diet (47%), creating diet awareness (42%), and achieving healthy diet outcomes (37%) and lifestyle (37%).
Conclusion: According to the perception of health providers, social media can be used to promote healthy diet management in Saudi Arabia. Also, the growing use of social media in Saudi Arabia represents the potential to create programs that encourage and promote healthy eating habits in the Kingdom of Saudi Arabia. Instagram, YouTube, Snapchat, and WhatsApp platforms can be used for this purpose.
... The Supplemental Nutrition Assistance Program-Education (SNAP-Ed) provides direct nutrition education, comprehensive multi-level interventions, and community approaches (e.g., social marketing campaigns) to assist SNAP-eligible clientele to reach the DGA on a limited budget [23]. SNAP-Ed social marketing campaigns designed to promote healthy eating demonstrate improved attitudes, such as positive beliefs and readiness to eat fruit and vegetables, and healthy behaviors (i.e., increased intake of lower fat milk among SNAP recipients) [24][25][26]. According to Andreasen, "Social marketing is the adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior of target audiences to improve their personal welfare and that of the society of which they are a part [27]." ...
... Social marketing campaigns targeting low-income audiences have recently begun to use text messaging, internet, and social media to disseminate nutrition education, recipes, and supportive messages [24,25,35,36]. Access to social support through social marketing campaigns may motivate adults to act on intentions consistent with healthy eating behaviors [35,37]. ...
High rates of obesity and chronic disease exist in the southeastern United States (US).
Knowledge about the attitudes, beliefs, and barriers of the rural low-income Louisiana population regarding healthy eating is limited. Focus Group discussions based on the Theory of Planned Behavior (TPB) were conducted in rural parishes (N = 3) with low-income residents of Louisiana (N = 29). Grounded Theory methods and cross-case analysis were used. The participants were primarily single Black females of age 18–30 years who earned a high school diploma, were employed, and had children. Beliefs included healthy eating was physically beneficial, yet financial impacts and
the low palatability of healthy foods were barriers. Professional resources for nutrition education were limited which led to reliance on friends, family, and the internet. Friends and family were positive and negative influences on eating choices. Control beliefs included the high prices and low palatability of healthy foods, the wide availability of Energy Dense Nutrient Poor (EDNP) foods, and low motivation to sustain eating behavior changes. Formative research to optimize campaign distribution channels may improve accessibility to social marketing support and healthy eating resources. Persuasive messages that address control beliefs are needed in social marketing campaigns for rural low-income Louisiana environments.
... Social media-based efforts to share general nutrition education information, such as the Food Hero campaign, have found success (Tobey & Manore, 2014). For example, one study found that the Food Hero social media marketing campaign was related to increased positive beliefs around fruits and vegetables (Tobey et al., 2016). Using a different approach, outreach efforts could focus on social media literacy for parents, to help them identify positive, evidence-based information related to responsive feeding and meal ideas while also gaining the social support social media may provide. ...
... Most importantly, future research will need to consider how interactions and exposure to food parenting information on social media impacts parents' attitudes, beliefs, and practices in relation to child health outcomes. While there is no research specific to food parenting practices considering these associations, information related to general nutrition choices made by mothers indicates social media can shift beliefs and practices (Tobey et al., 2016). ...
This study presents development of a coding system to examine food parenting topics presented in posts on social media, and compared topics between two social media platforms (Facebook, Reddit). Publicly available social media posts were gathered from Facebook (2 groups) and Reddit (3 subreddits) and a coding system was developed based on the concept map of food parenting proposed by Vaughn et al. (2016). Based on the developed coding system, we coded posts into overarching food parenting practice constructs (coercive control: attempts to dominate, pressure or impose parents' will on child, structure: organization of child's environment to facilitate competence, autonomy support: supporting child's ability to self-regulate through allowing food choices, conversations about food, and a positive emotional climate) and recipes. We also coded posts dichotomously as including a question or advice-seeking. Differences in frequencies of food parenting constructs presented in posts on Facebook and Reddit were considered using chi-square tests of independence. Of the 2459 posts coded, 900 were related to food parenting (37%). In the subsample of 900, posts related to structure (43%) and recipes (40%) were the most frequent. Close to half of the posts (44%) included questions about food parenting. Frequency of food parenting topics in posts was related to social media platform, with coercive control and structure more frequently discussed on Reddit and recipes more commonly posted on Facebook. Results suggest that food parenting topics discuss on social media differ by platform, which can aid researchers and practitioners in targeting social media-based outreach to the topics of most interest for users. Findings give insight into the everyday food parenting topics and questions that parents and caregivers may be exposed to on social media.
Taxonomy
Development of Feeding; Parenting; Online Information Services.
