Communicating health—Optimising young adults’ engagement with health messages using social media: Study protocol

Lombard, Catherine B; Brennan, Louis; Reid, Mike; Klassen, Karen; Palermo, Claire; Walker, Troy; Lim, Megan S C; Dean, Moira; McCaffrey, Tracy A.; Truby, Helen

doi:10.1111/1747-0080.12448

Cited by 30 publications

(40 citation statements)

References 75 publications

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“…This study reports findings from the formative phase (phase 1) of the 'Communicating Health' study using an online insights community methodology; the full protocol for phases one to four has been published elsewhere [20]. The online four-week long conversations aimed to provide formative information around young adult's beliefs and attitudes towards healthy eating to inform subsequent phases of the 'Communicating Health' study.…”

Section: Methodsmentioning

confidence: 99%

“…The findings from this study will inform the development of a survey that will be used in the next stage of the 'Communicating Health study' [20]. This online survey will help evaluate and further define the segments that were developed from the online conversations by recruiting a larger sample of young adults [20]. Subsequent phases (two to four) of the Communicating Health study will involve co-designing social marketing campaigns with young adults including those aimed at specific segments.…”

Section: Theorising Saints and Sinnersmentioning

confidence: 99%

“…As this is a multi-disciplinary project, a glossary of terms that may be unfamiliar to some readers, is presented in Table 1. This glossary builds on terms presented in the study protocol paper 'Communicating Health' which describes the overall study in more detail [20].…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?

Brennan

Klassen

Weng

et al. 2020

Int J Behav Nutr Phys Act

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Background: Poor dietary choices are a risk factor for non-communicable diseases. Young adults have low levels of engagement towards their health and may not see the importance in the adoption of healthy eating behaviours at this stage in their lives. Here we utilise social marketing principles, digital ethnography and online conversations to gain insights into young adults' attitudes and sentiments towards healthy eating. Methods: Young Australian adults who use social media at least twice a day were recruited by a commercial field house. Using a mixture of methods, combining online polls, forums and conversations, participants (n = 195, 18-24 years old) engaged in facilitated discussions over an extended 4 week period about health and eating-related topics. Data were analysed using thematic analysis constant comparison approach. A post-hoc conceptual framework related to religion was theorised and used as a metaphor to describe the results. Results: Findings demonstrate that different segments of young adults with varying attitudes and interest towards healthy eating exist. We developed a conceptual framework based on consumer segmentation which adopted religious metaphors as a typology of 'consumers'. Some young adults practice and believe in the message of healthy eating (saints), whilst some oppose these messages and are not motivated to make any change (sinners), another segment are both aware of and interested in the issues but do not put healthy eating behaviours as a current priority (person in the pew). Conclusions: Consumer segmentation and social marketing techniques assist health professionals to understand their target audience and tailor specific messages to different segments. Segmentation provides insights on which groups may be most easily influenced to adopt the desired behaviours. The typology presented may be a useful tool for health professionals and social marketers to design strategies to engage young adults in healthy eating, particularly those in the pew who are contemplating a change but lacking the motivation. The utilisation of marketing segmentation in health promotion has the potential to enhance health messaging by tailoring messages to specific segments based on their needs, beliefs and intentions and therefore drive the efficient use of resources towards those most likely to change.

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Section: Methodsmentioning

confidence: 99%

Section: Theorising Saints and Sinnersmentioning

confidence: 99%

See 1 more Smart Citation

A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?

Brennan

Klassen

Weng

et al. 2020

Int J Behav Nutr Phys Act

Self Cite

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“…investigate the association between dietary habits and perceived mental and physical health among a representative sample of Korean youths with data from an online self‐report survey conducted by the Korea Centres for Disease Control and Prevention. The study protocol of Lombard et al . details an innovative 4‐phase study that seeks to understand how young adults use social media in relation to their health issues.…”

mentioning

confidence: 99%

“…Park et al 25 investigate the association between dietary habits and perceived mental and physical health among a representative sample of Korean youths with data from an online self-report survey conducted by the Korea Centres for Disease Control and Prevention. The study protocol of Lombard et al 26 details an innovative 4-phase study that seeks to understand how young adults use social media in relation to their health issues. This cross-disciplinary team is combining the tools and techniques of social marketing with social media platforms to reach young adults including Aboriginal Australians, to motivate them to engage in healthy eating behaviours to reduce the risk of obesity.…”

mentioning

confidence: 99%

Harnessing the power, know‐how and capacity of those considered most vulnerable in designing and implementing policy

Brimblecombe

2018

Nutrition & Dietetics

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It Takes a Village: Co-creation and Co-design for Social Media Health Promotion

Brennan

Molenaar

Sherman

et al. 2020

Broadening Cultural Horizons in Social Marketing

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Health promotion campaigns using Social Media have emerged as a potential way to change behaviour in a large, diverse group of people. However, successfully connecting with and engaging the target audience is still a key challenge faced by health professionals and social marketers. This chapter examines the use of cocreation and co-design processes as ways to engage young people in Social Media interventions. This method involves a 'Wicked Problems' studio (five-day workshop), where young adults (university students) across multidisciplinary areas and a variety of stakeholders (e.g. health organisations, government bodies, academics, etc.) collaborate to problem-solve. Using this method, we were able to understand what works and what does not work when it comes to co-creation with young adults. Towards a broader outlook, the results from this study will translate into practice through the development of a how-to guide on co-creation and co-design as a procedure for key stakeholders such as government bodies and health organisations.

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Communicating health—Optimising young adults’ engagement with health messages using social media: Study protocol

Abstract: The outcomes will include a rich understanding of psychosocial drivers and behaviours associated with healthy eating and will provide insight into the use of SM to reach and influence the health and eating behaviours of YAs.

Cited by 30 publications

References 75 publications

A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?

A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?

Harnessing the power, know‐how and capacity of those considered most vulnerable in designing and implementing policy

It Takes a Village: Co-creation and Co-design for Social Media Health Promotion

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