评估"好食物和饮料"行动,这是一个由黑人青年驱动的公众宣传活动
Matthew D Kearney1, Tiffany M Eaton2, Megan Grabill3
1Department of Family Medicine and Community Health, University of Pennsylvania Perelman School of Medicine, Penn Presbyterian Medical Center, 51 N. 39th Street, Philadelphia, PA, USA. Matthew.Kearney@pennmedicine.upenn.edu.
Journal of racial and ethnic health disparities
|September 3, 2024
概括
优质食品和饮料行动 (OGF&B) 利用社交媒体向黑人青年推广更健康的食品营销. 该活动吸引了数百万人,突出了针对不同社区的更好的食品和饮食广告的需求.
科学领域:
- 公共卫生 公共卫生
- 卫生沟通健康沟通
- 社交营销是社会营销.
背景情况:
- 不健康的食品和饮料 (F&B) 营销不成比例地影响黑人青年和社区,导致肥胖和慢性疾病.
- 优质食品和饮料行动 (OGF&B) 旨在将F&B营销转向这些人口群体更健康的选择.
研究的目的:
- 评估"优质食品和饮料行动" (OGF&B) 在线社交营销活动的有效性.
- 评估活动的覆盖范围和参与,以促进向黑人青年和社区推广更健康的F&B营销.
主要方法:
- 在2022年为期四个月的OGF&B活动中,采用混合方法评估.
- 活动组件包括社交媒体内容 (TikTok,Instagram),信息网站,请愿书和社交媒体工具包.
- 分析了采访和定量指标 (印象,网站访问,请愿书签名) 的定性数据.
主要成果:
- 该活动产生了超过310万次浏览,3799次访问网站,以及1077个请愿书签名.
- Instagram Reels和以人为特色的内容显示了更高的参与度.
- 参与的动机包括个人价值观和社区福利;非参与者的障碍是时间限制和缺乏补偿.
结论:
- 该OGF&B运动为推广更健康的F&B选择提供了有关社交营销策略的宝贵见解.
- 尽管存在大流行的局限性,但该活动显示了针对弱势群体的未来举措的潜力.
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