Developing healthy eating promotion mass media campaigns: A qualitative study.

ABSTRACT:

Background

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.

SUBMITTER: Capitao C 

PROVIDER: S-EPMC9372615 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature