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J Nutr Educ Behav. 2018 Feb;50(2):180-189.e1. doi: 10.1016/j.jneb.2017.07.015. Epub 2017 Sep 8.

Branding a School-Based Campaign Combining Healthy Eating and Eco-friendliness.

Author information

1
Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA.
2
Department of Public Health and Community Medicine, Tufts University School of Medicine, Boston, MA.
3
Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA; ChildObesity180, Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA.
4
Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA. Electronic address: jeanne.goldberg@tufts.edu.

Abstract

OBJECTIVE:

To develop a branding strategy for a campaign to improve the quality of foods children bring from home to school, using a combined healthy eating and eco-friendly approach and for a control campaign focusing solely on nutrition.

METHODS:

Formative research was conducted with third- and fourth-grade students in lower- and middle-income schools in Greater Boston and their parents. Phase I included concept development focus groups. Phase II included concept testing focus groups. A thematic analysis approach was used to identify key themes.

RESULTS:

In phase I, the combined nutrition and eco-friendly messages resonated; child preference emerged as a key factor affecting food from home. In phase II, key themes included fun with food and an element of mystery. Themes were translated into a concept featuring food face characters.

CONCLUSIONS AND IMPLICATIONS:

Iterative formative research provided information necessary to create a brand that appealed to a specified target audience.

KEYWORDS:

branding; child nutrition; focus groups; formative research; nutrition communication

PMID:
28890265
DOI:
10.1016/j.jneb.2017.07.015

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