Evaluating a social marketing campaign on healthy nutrition and lifestyle among primary-school children: A mixed-method research design |
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| Affiliation: | 1. Department of Human Studies, LUMSA University, Piazza delle Vaschette, 101, 00193, Rome, Italy;2. Department of Statistics and Mathematics for Economic Research, Parthenope University of Naples, Via Medina 40, 80133, Naples, Italy;3. Department of Management Sciences, Roma Tre University, Via Silvio D’Amico, 77, 00145, Rome, Italy;4. Department of Marketing and International Business, Toulouse Business School, 1 Place Alphonse Jourdain - CS 66810, 31068, Toulouse Cedex 7, France;1. University of Texas at Tyler, Psychology and Counseling, 3900 University Blvd, Tyler, TX, 75799, USA;2. Department of Finance, Economics, and Data Analytics, University of North Alabama, 311 Keller-Raburn Wing, Florence, AL 35632, USA;3. University of Northern Colorado, Applied Statistics and Research Methods, 501 20th St, Greeley, CO, 80639, USA;1. Department of Community and Behavioral Health, College of Public Health, University of Iowa, 145 N. Riverside Dr, Iowa City, IA 52245, USA;2. Division of General Pediatrics and Adolescent Health, University of Minnesota Medical School, 717 Delaware St SE, Minneapolis, MN 55414, USA;3. Oregon Health & Science University/ Portland State University School of Public Health, Oregon Health & Science University, 250 NW Franklin Ave., Ste. 302, Bend, 97702, USA;4. College of Education and Human Service Professions, University of Minnesota Duluth, 110 Sports & Health Center, 1216 Ordean Court, Duluth, MN 55812, USA;5. Sanford School of Medicine, School of Health Sciences, 414 E. Clark Street, Vermillion, SD 57069, USA;1. Department of Occupational Science and Occupational Therapy, University of Toronto, 160-500 University Ave, Toronto, ON, M5G 1V7, Canada;2. North York General Hospital, 4001 Leslie Street, Toronto, ON, M2K 1E1, Canada;3. Institute of Health Policy Management and Evaluation, University of Toronto, 155 College Street, Suite 425, Toronto, ON, M5T 3M6, Canada;4. Institute for Better Health, Trillium Health Partners, Mississauga, ON, Canada;5. Department of Psychology, Wilfrid Laurier University, 75 University Avenue West, Waterloo, ON, N2L 3C5, Canada;6. Center for Addiction and Mental Health, 1001, 1025, 1051 Queen Street West, Toronto, ON, M6J 1H4, Canada;1. George Washington University, United States;2. RTI International, United States |
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| Abstract: | 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. |
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| Keywords: | Social marketing education campaign Children’s nutrition and lifestyle Mixed-method research approach Italy |
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