Communicating health-Optimising young adults' engagement with health messages using social media: Study protocol

Lombard, C, Brennan, L, Reid, M, Klassen, K, Palermo, C, Walker, T, Lim, M, Dean, M, McCaffrey, T and Truby, H 2018, 'Communicating health-Optimising young adults' engagement with health messages using social media: Study protocol', Nutrition & Dietetics, vol. 75, no. 5, pp. 509-519.


Document type: Journal Article
Collection: Journal Articles

Title Communicating health-Optimising young adults' engagement with health messages using social media: Study protocol
Author(s) Lombard, C
Brennan, L
Reid, M
Klassen, K
Palermo, C
Walker, T
Lim, M
Dean, M
McCaffrey, T
Truby, H
Year 2018
Journal name Nutrition & Dietetics
Volume number 75
Issue number 5
Start page 509
End page 519
Total pages 11
Publisher Wiley-Blackwell
Abstract Background: Obesity is a global health problem. Understanding how to utilise social media (SM) as a platform for intervention and engagement with young adults (YAs) will help the practitioners to harness this media more effectively for obesity prevention. Aim: Communicating health (CH) aims to understand the use of SM by YAs, including Aboriginal YAs, and in doing so will improve the effectiveness of SM strategies to motivate, engage and retain YAs in interventions to reduce the risk of obesity, and identify and disseminate effective ways for health professionals to deliver obesity prevention interventions via SM. Methods: The present study describes the theoretical framework and methodologies for the CH study, which is organised into four interrelated phases, each building on the outcomes of preceding phases. Phase 1 is a mixed methods approach to understand how YAs use SM to navigate their health issues, including healthy eating. Phase 2 utilises co-creation workshops where YAs and public health practitioners collaboratively generate healthy eating messages and communication strategies. Phase 3 evaluates these messages in a real-world setting. Phase 4 is the translation phase where public health practitioners use outcomes from CH to inform future strategies and to develop tools for SM for use by stakeholders and the research community. Discussion: The outcomes will include a rich understanding of psychosocial drivers and behaviours associated with healthy eating and will provide insight into the use of SM to reach and influence the health and eating behaviours of YAs.
Subject Marketing not elsewhere classified
Marketing Research Methodology
Communication Technology and Digital Media Studies
Keyword(s) Aboriginal young adults
healthy eating
obesity prevention
social marketing
social media
young adults
DOI - identifier 10.1111/1747-0080.12448
Copyright notice © 2018 Dietitians Association of Australia
ISSN 1747-0080
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