mass communication and mass diseases communicating healthy eating messages at a population level
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Mass Communication and Mass Diseases Communicating healthy eating messages at a population level Cliodhna Foley-Nolan,MB,MPH,FFPHMI. - PowerPoint PPT PresentationTRANSCRIPT
Mass Communication and Mass Diseases
Communicating healthy eating messages at a population level
Cliodhna Foley-Nolan,MB,MPH,FFPHMI
“It makes little sense to expect individuals to behave differently from their peers; it is more appropriate to seek a general change in behavioural norms and in the circumstances which facilitate them”
Geoffrey Rose
Some mass media realities
Media fire blips of unrelated information at us
Experts bury us in detail
One study wonders grab headlines
Scares win over sustainable moderation
Less involvement with food
Fewer family meals
Higher intake of processed food (HFSS)
Cooking and budgeting skills declining
Stressed parents
Fear of eating disorders/play outdoors
Dashboard Dining Long Distance Commuters
Environment I’ll grab a pizza for the kids on the
way home!
Confusion about complexities
Food supplements (folic acid)
Fish (dioxins + mercury + sustainability)
Trans fats + saturated fats
Competition for attention:
Press releases: 300/day (Irish Mirror)
Photos: 5,000/day (Irish Times)
Know your Audience(s)
Social ClassABC1 C2DE
Irish Times 280,000 45,000
Daily Star 103,000 277,000
Coronation Street +
News shows +
Financial might of advertising
Coca Cola Global Marketing: €1.3billion
Food industry UK (2003): £743 millionHealth education UK (2004): £7
million
IOI spend on food advertising (2007): €91 millionSoft drink advertising (2007): €39 million
Some solutions
Multi mediaOn the ground supportCumulative effectTimingPRMultidisciplinarySoul searching/evaluation
We Have a Roadmap…We Have a Roadmap…ROI
National Taskforce on Obesity
2005
NICross-
DepartmentActionPlan
Free Publicity!
On the doorstep
Increase Awareness
Raise level of knowledgeRaise level of knowledge
Change AttitudesChange Attitudes
Change Change BehaviourBehaviour
Evaluation
“Attitude-Intention- Behaviour” Gap
Evaluation
NecessaryBut Not Sufficient
•Fiscal measures•Regulations*•Enforcement*•Incentives•Technology•Society Norms•Family Norms•Peer Pressure
Enabling Society
Evaluation
Combine a) scientific evaluation e.g. SLAN, NDNS with
b) market research e.g. safetrak, FSA Consumer Attitude surveys
Consider reported behaviours, process evaluation alongside long term health changes
Social Movements
Challenges remain
Stark or gentle
Blaming or supportive
Genuine respect and multidisciplinary
work (science and communication experts)
Balancing provision of information and
community development
Being overweight isn’t “ healthy/normal”
Mass Communication Can’t Deliver
Individual support
Detail
Skills training
Legislative change
Complex technicalities
Mass Communication Can Deliver
Awareness
Wide reach
Cost efficiencies
Simple messages
Social change