Evaluating a social marketing campaign on healthy nutrition and lifestyle among primary-school children: A mixed-method research design
| Autor: | Costanza Nosi, Camilla Barbarossa, Carlo Alberto Pratesi, Antonella D'Agostino |
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| Přispěvatelé: | Nosi, Costanza, D'Agostino, Antonella, Pratesi, Carlo Alberto, Barbarossa, Camilla |
| Rok vydání: | 2021 |
| Předmět: |
Gerontology
medicine.medical_specialty Pediatric Obesity Social Psychology Strategy and Management Geography Planning and Development Psychological intervention Health Promotion Overweight Quantitative research medicine Humans Business and International Management Child Life Style Schools Multimethodology Public health Public Health Environmental and Occupational Health Marketing mix Social marketing Research Design Social Marketing medicine.symptom Diet Healthy Psychology Educational program Program Evaluation |
| Popis: | Italy has one of the highest levels of childhood overweight and obesity in Europe. Therefore, preventing children from becoming overweight is a major public health challenge. Here, we used a mixed-method research approach - including a quasi-experimental design and three surveys - to create a formative evaluation of a social marketing campaign on healthy nutrition and lifestyle in Italian primary school children. The social marketing campaign was organized around the 4 Ps of the marketing mix (product: the educational activities; place: the involved schools and supermarkets; promotion: the in-person and technology-based communication; and price: hours spent by the targeted children in fulfilling the educational activities). The campaign involved primary-school children across four Italian cities. The findings suggest that social marketing education campaigns can be effective tools to improve children's knowledge about healthy food and lifestyle, reduce their sedentary behavior, and increase their consumption of healthy food. Also, increasing children's acceptance of healthful nourishment is a valuable tool to improve the dietary habits of the entire family. With relation to the educational program assessment method, this study can inform societal interventions especially those involving children through the integration of different qualitative and quantitative research methods, which collect data from different subjects and perspectives. |
| Databáze: | OpenAIRE |
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