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Published VersionCC BY V4.0, Open Access
Journal article
Nutrition Meets Social Marketing: Targeting Health Promotion Campaigns to Young Adults Using the Living and Eating for Health Segments
Nutrients, Vol.13(9), pp.1-15
2021
PMID: 34579028
Abstract
Young adults are a key target age group for lifestyle behaviour change as adoption of healthier behaviours has the potential to impact long term health. This paper arises from a multi-disciplinary research project, Communicating Health, which aims to bridge the gap between nutritionists, media, and social marketing professionals to produce the tools that may be used to improve engagement with young adults and reduce the prevalence of obesity. The aim of this paper is to provide nuanced details of the psycho-behavioral characteristics of each of these Living and Eating for Health Segments (LEHS). The design and validation of the LEHS employed a four-stage mixed methods design underpinned by the Integrated Model of Behaviour Change and incorporating sequential formative, qualitative, and quantitative phases. This paper defines the psycho-behavioural characteristics of six distinct market segments: Lifestyle Mavens, Aspirational Healthy Eaters, Balanced-all Rounders, the Health Conscious, those Contemplating Another Day, and the Blissfully Unconcerned. These psycho-behavioural characteristics are important to understand to help build our capability in designing campaigns that are specifically and purposefully targeting these different market segments of young adults. Social marketing practices can enhance the utility of nutrition and health messages to young adults in order to engage them in adopting positive lifestyle change. Tailoring health promotions to the perceived needs of sub-groups or segments of young adults should lead to increased engagement and uptake of messages and cost-efficient use of health promotion budgets.
Details
- Title
- Nutrition Meets Social Marketing: Targeting Health Promotion Campaigns to Young Adults Using the Living and Eating for Health Segments
- Authors
- Clare F. Dix (Corresponding Author) - The University of QueenslandLinda Brennan - RMIT UniversityMike Reid - RMIT UniversityTracy A. McCaffrey - Monash UniversityAnnika Molenaar - RMIT UniversityAmy Barklamb - RMIT UniversityShinyi Chin - RMIT UniversityHelen Truby - The University of Queensland
- Publication details
- Nutrients, Vol.13(9), pp.1-15
- Publisher
- MDPI AG
- Date published
- 2021
- DOI
- 10.3390/nu13093151
- ISSN
- 2072-6643
- PMID
- 34579028
- Copyright note
- © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
- Data Availability
- The data are not publicly available due to privacy and ethical considerations as participants did not consent for their information to be made accessible on a public repository. A copy of the survey questions are available at: https://doi.org/10.26180/5dba10f4ec6e5 (accessed on 16 August 2021).
- Organisation Unit
- School of Health - Nutrition & Dietetics
- Language
- English
- Record Identifier
- 991066129202621
- Output Type
- Journal article
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- Collaboration types
- Domestic collaboration
- Web Of Science research areas
- Nutrition & Dietetics
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