Nip allergies in the Bub: a qualitative study for a public health approach to infant feeding for allergy prevention

Abstract

Objective: To identify a brand, key messages and resources to underpin a public health approach to food allergy prevention. Methods: A focus group design was used to explore perceptions and opinions of potential brands, infant feeding messages and resources for providing standardised food allergy prevention information. Focus groups were conducted in February 2018 using interview guides and were transcribed verbatim. A content analysis of the transcripts was undertaken using thematic analysis software. The University of Western Australia provided ethics approval: RA/4/20/4280. Results: Seven focus groups with 39 participants were conducted. Four slogans and styles of imagery were considered. ‘Nip Allergies in the Bub’ was the most favoured slogan and images of babies with food were most favoured. Participant feedback was sought regarding messages and supporting messages were considered important. Participants were consulted about useful resources and a website was identified. Conclusions: Conducting focus groups assisted the selection of a brand, messages and resources to underpin a public health approach to implementing allergy prevention guidelines. Implications for public health: This is the first focus group research undertaken for food allergy prevention. Identification of a meaningful brand, key messages and resources will support a public health approach to implementing allergy prevention guidelines.

Making a SmartStart for peanut introduction to support food allergy prevention guidelines for infants

“… 25 When a parent responds that he or she has not introduced peanut, SmartStartAllergy sends a text message indicating that there is evidence to support peanut introduction to prevent development of peanut allergy and a link to the NAITB website is provided. A previous study reported that a website providing information about infant feeding for allergy prevention containing the ASCIA logo would be considered credible by parents 16 and that web-based information is a preferred method of accessing information. 16 , 26 A key difference between the weblink provided by SmartStartAllergy and the BabyEATS study 25 is that the link provided by SmartStartAllergy is a link to the NAITB website, which was developed specifically for parents.…”

“…A previous study reported that a website providing information about infant feeding for allergy prevention containing the ASCIA logo would be considered credible by parents 16 and that web-based information is a preferred method of accessing information. 16 , 26 A key difference between the weblink provided by SmartStartAllergy and the BabyEATS study 25 is that the link provided by SmartStartAllergy is a link to the NAITB website, which was developed specifically for parents. 16 Furthermore, general practitioners were considered a useful source of information by mothers and partners, with 83.2% reporting that information coming from a trusted and reliable source is very important.…”

“… 16 , 26 A key difference between the weblink provided by SmartStartAllergy and the BabyEATS study 25 is that the link provided by SmartStartAllergy is a link to the NAITB website, which was developed specifically for parents. 16 Furthermore, general practitioners were considered a useful source of information by mothers and partners, with 83.2% reporting that information coming from a trusted and reliable source is very important. 26 This same study also reported that being able to always access information (69.0%) and for free (68.6%) was also considered very important, 26 which supports providing information via a website link, as is done by the SmartStartAllergy tool.…”

“…In 2018, the National Allergy Strategy (a partnership between ASCIA and Allergy & Anaphylaxis Australia) actively promoted the ASCIA guidelines through the Nip Allergies in the Bub (NAITB) project, using a public health approach. 15 , 16 To encourage the introduction of peanut and other common food allergens by age 1 year, a novel public health tool, SmartStartAllergy, was developed. SmartStartAllergy is a smartphone-based Short Message Service (SMS) system 17 that was developed to work as an SMS reminder tool and also directs parents to the NAITB website for practical, evidence-based information on infant feeding and allergy prevention.…”

Food allergies

“…Before peanut introduction, the guidelines recommend introducing non-allergic foods to determine infants' readiness for solid foods 11. Recording a food diary of new foods may be helpful for parents 32…”