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Developing healthy eating promotion mass media campaigns: a qualitative study

2022Journal article Open access
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dc.contributor.authorCapitão, Carolina
dc.contributor.authorMartins, Raquel
dc.contributor.authorFeteira-Santos, Rodrigo
dc.contributor.authorVirgolino, Ana
dc.contributor.authorGraça, Pedro
dc.contributor.authorGregório, Maria João
dc.contributor.authorSantos, Osvaldo
dc.date.accessioned2022-09-21T15:02:02Z
dc.date.available2022-09-21T15:02:02Z
dc.date.issued2022
dc.descriptionCopyright © 2022 Capitão, Martins, Feteira-Santos, Virgolino, Graça, Gregório and Santos. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.pt_PT
dc.description.abstractBackground: 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.pt_PT
dc.description.sponsorshipThis work was supported by the Portuguese Directorate-General of Health. The Directorate-General of Health had no role in the design, the analysis of this work, and the decision to publish. Researchers affiliated with the Portuguese Directorate-General of Health reviewed and made valuable contributions to the manuscript. The writing of the manuscript was also supported by funds from Fundação para a Ciência e a Tecnologia to ISAMB (ref. UIDB/04295/2020 and UIDP/04295/2020).pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationFront Public Health. 2022 Jul 29;10:931116pt_PT
dc.identifier.doi10.3389/fpubh.2022.931116pt_PT
dc.identifier.eissn2296-2565
dc.identifier.urihttp://hdl.handle.net/10451/54546
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherFrontierspt_PT
dc.relationEnvironmental Health Institute
dc.relationEnvironmental Health Institute
dc.relation.publisherversionhttps://www.frontiersin.org/journals/public-healthpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectFeeding behaviorpt_PT
dc.subjectHealth promotionpt_PT
dc.subjectMass media campaignspt_PT
dc.subjectPublic healthpt_PT
dc.subjectQualitative researchpt_PT
dc.titleDeveloping healthy eating promotion mass media campaigns: a qualitative studypt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleEnvironmental Health Institute
oaire.awardTitleEnvironmental Health Institute
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04295%2F2020/PT
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F04295%2F2020/PT
oaire.citation.titleFrontiers in Public Healthpt_PT
oaire.citation.volume10pt_PT
oaire.fundingStream6817 - DCRRNI ID
oaire.fundingStream6817 - DCRRNI ID
person.familyNameda Silva Gaspar de Areia Capitão
person.familyNameMartins
person.familyNameFeteira-Santos
person.familyNameVirgolino
person.familyNameGregório
person.familyNameSantos
person.givenNameCarolina
person.givenNameRaquel
person.givenNameRodrigo
person.givenNameAna
person.givenNameMaria João
person.givenNameOsvaldo
person.identifier1058633
person.identifier.ciencia-id741A-8A14-36F5
person.identifier.ciencia-id191B-38D7-A7BF
person.identifier.ciencia-id131E-4522-0C13
person.identifier.ciencia-id1A10-C261-AC8E
person.identifier.ciencia-idD51D-547F-9D62
person.identifier.orcid0000-0002-4614-0549
person.identifier.orcid0000-0002-6192-2266
person.identifier.orcid0000-0002-5780-2288
person.identifier.orcid0000-0003-0428-6643
person.identifier.orcid0000-0002-0380-7833
person.identifier.orcid0000-0002-0836-4314
person.identifier.scopus-author-id57215793508
person.identifier.scopus-author-id56538593800
person.identifier.scopus-author-id36504088600
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
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