Implementing Population-wide Mass Media Campaigns: Key Driving Factors to Meet Global Recommendations on Fruit and Vegetable Consumption

Abstract

Background While the influence of implementation of mass media and community-based campaigns has been evident elsewhere, this information has been notably absent in Thailand. This study aimed to investigate the association between implementation of mass media campaigns (MMC) and community-based campaigns (CBC) for increased fruit and vegetable (FV) consumption to meet the global recommended level in the Thai population. Methods The sample was obtained from a nationally-representative, longitudinal household survey of the Thai population, Wave1 (2018) and Wave2 (2019). The study applied a multi-stage sampling design to obtain a sample of persons age 15 years or older. Face-to-face interviews were conducted with 3,010 respondents who successfully participated in both Wave1 and Wave2 surveys. Information on FV consumption, exposure to Government MMC, ThaiHealth MMC including social marketing (MMSMC) and CBC, and sociodemographic characteristics were collected. Binary logistic regression analysis was used to investigate the association between implementation of those campaigns and increased FV consumption compared to the recommended level. Results Of the total respondents, only 11.3% had higher FV consumption and also met the minimum requirement. Respondents who lived in rural areas, were farmers, and grew FV at home had the highest probability of increased FV consumption. Exposure to the MMC and CBC was also associated with an increase in FV consumption. Above all, those who had exposure to the MMSMC, who reported either having high level of perception (OR=1.832, 95% CI 1.259-2.666) or ever heard or seen (OR=1.770, 95% CI 1.264-2.479) or heard and seen (OR=1.698, 95% CI 1.131-2.550) campaign information were more likely to have a substantial increase in FV consumption and meeting/exceeding the recommended level than those who were not exposed to these campaigns. Other associated factors include education, occupation and physical activity. Conclusions Implementation of MMSMC can help the population meet the global recommended level of FV consumption. MMC and CBC should also be promoted together with support systems to increase their intensity to a level that can increase population FV consumption to meet the recommended level. Sociodemographic characteristics should be taken into account, and targeted media is needed to effectively reach specific sub-groups of the population.

My future depends on me: practicies of healthy novaday

“…Куріння і надмірне споживання алкоголю негативно вплинули на одну або кілька сфер задоволеності життям (загальне задоволення життям, задоволеність психологічним здоров'ям та/або задоволеність соматичним здоров'ям). Так само задоволеність життям у курців, які хотіли б кинути курити, збільшувалася в разі введення заборони на куріння (Phulkerd et al, 2021).…”

“…Респонденти, які не забували про щоденні порції фруктів та овочів, мали більше шансів бути задоволеними життям порівняно з тими, хто щодня споживав менше фруктів та овочів. Показник задоволеності життям також суттєво відрізнявся за соціально-демографічними характеристиками (стать, вік, сімейний стан, рівень освіти) і наявністю хронічних захворювань (Phulkerd et al, 2021).…”