Engaging with young adults about nutrition using social media
Presented at the International Social Marketing Conference 2018
International Social Marketing Conference 2018. The ISMC aims to bring together a community of professionals in the Asia-Pacific region across multiple disciplines including marketing, psychology, public health, policy change, geography, environmental sciences, economics, and sociology who are working in social change. The focus of ISMC is on understanding how we can influence people's health, environmental, and lifestyle behaviours, and the socio-cultural factors, policies, and structures that influence these behaviours, for greater societal wellbeing.
Prof Linda Brennan, Dr Karen Klassen, Ms Dang Nguyen, Ms Shinyi Chin & Prof
This paper provides an interdisciplinary viewpoint designed to inform professionals involved in nutrition-related health promotion campaigns to more effectively engage young adults using social media. Young adults are notoriously challenging to recruit into research studies and to engage in health promotion interventions. However, they are engaging well with food industry and other lifestyle “gurus” on social media, so there are lessons to be learned and translated into the public health domain. We propose that co-creation, a bottom-up approach involving young adults in creating health messages, is the most effective strategy to engage young adults in health promotion campaigns.