Kid’s tell all

Designing healthy eating campaigns

Stacey M. Baxter, Jasmina Ilicic, Alicia Kulczynski, Erica James, Sonia Vilches-Montero

Research output: Contribution to conferenceAbstractOtherpeer-review

Abstract

This study explored children's perceptions of social marketing messages aimed at encouraging healthy eating practices. A focus group was conducted with children six to 10 years of age. Employing a 'for youth, by youth' approach, focus group participants were asked to create new messages, and evaluate existing state and national social marking campaigns. Findings of this research provide initial evidence that children prefer messages that are colourful and provide explicit examples of healthy food alternatives. Further, findings indicate the children process social marketing messages literally, and seek messages that reflect their individual preferences. It is suggested that messages that depict inter-changing healthy food alternatives may be suitable when targeting children's health eating behaviour. Results of this research would be of interest to social marketers seeking to communicate with children.

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (ANZMAC 2017)
Abbreviated titleANZMAC 2017
CountryAustralia
CityMelbourne
Period4/12/176/12/17
Internet address

Cite this

Baxter, S. M., Ilicic, J., Kulczynski, A., James, E., & Vilches-Montero, S. (2017). Kid’s tell all: Designing healthy eating campaigns. Abstract from Australian and New Zealand Marketing Academy Conference (ANZMAC 2017), Melbourne, Australia.
Baxter, Stacey M. ; Ilicic, Jasmina ; Kulczynski, Alicia ; James, Erica ; Vilches-Montero, Sonia . / Kid’s tell all : Designing healthy eating campaigns. Abstract from Australian and New Zealand Marketing Academy Conference (ANZMAC 2017), Melbourne, Australia.
@conference{5e674d0e6d6045c69c1ebbf466d977e6,
title = "Kid’s tell all: Designing healthy eating campaigns",
abstract = "This study explored children's perceptions of social marketing messages aimed at encouraging healthy eating practices. A focus group was conducted with children six to 10 years of age. Employing a 'for youth, by youth' approach, focus group participants were asked to create new messages, and evaluate existing state and national social marking campaigns. Findings of this research provide initial evidence that children prefer messages that are colourful and provide explicit examples of healthy food alternatives. Further, findings indicate the children process social marketing messages literally, and seek messages that reflect their individual preferences. It is suggested that messages that depict inter-changing healthy food alternatives may be suitable when targeting children's health eating behaviour. Results of this research would be of interest to social marketers seeking to communicate with children.",
author = "Baxter, {Stacey M.} and Jasmina Ilicic and Alicia Kulczynski and Erica James and Sonia Vilches-Montero",
year = "2017",
language = "English",
note = "Australian and New Zealand Marketing Academy Conference (ANZMAC 2017), ANZMAC 2017 ; Conference date: 04-12-2017 Through 06-12-2017",
url = "https://www.rmit.edu.au/events/all-events/conferences/2017/december/anzmac, https://www.rmit.edu.au/events/all-events/conferences/2017/december/anzmac",

}

Baxter, SM, Ilicic, J, Kulczynski, A, James, E & Vilches-Montero, S 2017, 'Kid’s tell all: Designing healthy eating campaigns' Australian and New Zealand Marketing Academy Conference (ANZMAC 2017), Melbourne, Australia, 4/12/17 - 6/12/17, .

Kid’s tell all : Designing healthy eating campaigns. / Baxter, Stacey M.; Ilicic, Jasmina; Kulczynski, Alicia; James, Erica; Vilches-Montero, Sonia .

2017. Abstract from Australian and New Zealand Marketing Academy Conference (ANZMAC 2017), Melbourne, Australia.

Research output: Contribution to conferenceAbstractOtherpeer-review

TY - CONF

T1 - Kid’s tell all

T2 - Designing healthy eating campaigns

AU - Baxter, Stacey M.

AU - Ilicic, Jasmina

AU - Kulczynski, Alicia

AU - James, Erica

AU - Vilches-Montero, Sonia

PY - 2017

Y1 - 2017

N2 - This study explored children's perceptions of social marketing messages aimed at encouraging healthy eating practices. A focus group was conducted with children six to 10 years of age. Employing a 'for youth, by youth' approach, focus group participants were asked to create new messages, and evaluate existing state and national social marking campaigns. Findings of this research provide initial evidence that children prefer messages that are colourful and provide explicit examples of healthy food alternatives. Further, findings indicate the children process social marketing messages literally, and seek messages that reflect their individual preferences. It is suggested that messages that depict inter-changing healthy food alternatives may be suitable when targeting children's health eating behaviour. Results of this research would be of interest to social marketers seeking to communicate with children.

AB - This study explored children's perceptions of social marketing messages aimed at encouraging healthy eating practices. A focus group was conducted with children six to 10 years of age. Employing a 'for youth, by youth' approach, focus group participants were asked to create new messages, and evaluate existing state and national social marking campaigns. Findings of this research provide initial evidence that children prefer messages that are colourful and provide explicit examples of healthy food alternatives. Further, findings indicate the children process social marketing messages literally, and seek messages that reflect their individual preferences. It is suggested that messages that depict inter-changing healthy food alternatives may be suitable when targeting children's health eating behaviour. Results of this research would be of interest to social marketers seeking to communicate with children.

M3 - Abstract

ER -

Baxter SM, Ilicic J, Kulczynski A, James E, Vilches-Montero S. Kid’s tell all: Designing healthy eating campaigns. 2017. Abstract from Australian and New Zealand Marketing Academy Conference (ANZMAC 2017), Melbourne, Australia.