Factores de éxito en campañas de alimentación saludable; un estudio de casos / Success factors in public healthy eating campaigns; a case study

Introducción: Rara vez se ha evaluado la efectividad de las campañas e intervenciones de información pública. Por ello, el estudio de actividades exitosas podría contribuir al desarrollo y puesta en práctica en el futuro de campañas e intervenciones a favor de una alimentación saludable Objetivos: El objetivo del presente estudio de campañas de información sobre alimentación saludable fue primeramente la identificación de los factores de éxito de las mismas, y seguidamente la descripción de sus interrelaciones. Métodos: Se entrevistaron a 11 representantes de industrias alimentarias cuyas campañas fueron identificadas como exitosas en una etapa previa del estudio. Las entrevistas fueron luego analizadas con respecto a los factores de éxito potenciales. Estos últimos fueron posteriormente utilizados para desarrollar un modelo de factores de éxito y sus interrelaciones. Resultados: El éxito de los casos estudiados fue atribuido primeramente a las características del ambiente macro, o a una colaboración entre los sectores público y privado. Segundo, se identificó al compromiso de las comunidades, elementos de empoderamiento del grupo objetivo y a la ejecución de medidas de marketing social. Tercero, el éxito puede atribuirse a la adopción por parte de la ciudadanía de las campañas y los cambios estructurales consecuentes. Conclusiones: El modelo y los factores de éxito identificados resaltan que el éxito puede originarse en tres fases cruciales, el diseño y montaje de la campaña, su ejecución y finalmente, su interacción con la ciudadanía. El modelo puede servir como guía para el desarrollo de campañas en el futuro (AU)

Introduction: Public campaigns and interventions are rarely fully evaluated regarding their effectiveness. The analysis of past, successful activities can contribute to the future development of public campaigns and interventions for healthier eating. Objectives: The study of public campaigns and interventions for healthier eating aimed at identifying the underlying success factors and describing their relation. Methods: Interviews were conducted with representatives of 11 cases that had been identified as especially successful in an earlier research step. The interviews were analysed with regard to possible success factors and the latter used to develop a model of success factor interrelation. Results: It was found that success of the cases was first, attributed to characteristics of the macro environment or to public private partnerships in the initiation of campaigns, second, to the engagement of social communities, elements of empowerment of the target group and the implementation of social marketing measures, and thirdly, in citizens adoption of the campaign and in accompanying structural changes. Conclusions: The model and identified success factors underline that success can stem from three crucial phases: the set up of a campaign, the conduction and finally, the interrelation with the citizen. The model can serve as a guide in the future development of campaigns (AU)

[Success factors in public healthy eating campaigns: a case study]. / Factores de éxito en campañas de alimentación saludable: un estudio de casos.

INTRODUCTION: Public campaigns and interventions are rarely fully evaluated regarding their effectiveness. The analysis of past, successful activities can contribute to the future development of public campaigns and interventions for healthier eating. OBJECTIVES: The study of public campaigns and interventions for healthier eating aimed at identifying the underlying success factors and describing their relation. METHODS: Interviews were conducted with representatives of 11 cases that had been identified as especially successful in an earlier research step. The interviews were analysed with regard to possible success factors and the latter used to develop a model of success factor interrelation. RESULTS: It was found that success of the cases was first, attributed to characteristics of the macro environment or to public private partnerships in the initiation of campaigns, second, to the engagement of social communities, elements of empowerment of the target group and the implementation of social marketing measures, and thirdly, in citizens adoption of the campaign and in accompanying structural changes. CONCLUSIONS: The model and identified success factors underline that success can stem from three crucial phases: the set up of a campaign, the conduction and finally, the interrelation with the citizen. The model can serve as a guide in the future development of campaigns.

EATWELL Project: Approaching European healthy eating policies from a multi-disciplinary perspective / Proyecto EATWELL: enfocando las políticas europeas de alimentación saludable desde un punto de vista multidisciplinario

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Interventions to promote healthy eating habits: evaluation and recommendations.

Although in several EU Member States many public interventions have been running for the prevention and/or management of obesity and other nutrition-related health conditions, few have yet been formally evaluated. The multidisciplinary team of the EATWELL project will gather benchmark data on healthy eating interventions in EU Member States and review existing information on the effectiveness of interventions using a three-stage procedure (i) Assessment of the intervention's impact on consumer attitudes, consumer behaviour and diets; (ii) The impact of the change in diets on obesity and health and (iii) The value attached by society to these changes, measured in life years gained, cost savings and quality-adjusted life years. Where evaluations have been inadequate, EATWELL will gather secondary data and analyse them with a multidisciplinary approach incorporating models from the psychology and economics disciplines. Particular attention will be paid to lessons that can be learned from private sector that are transferable to the healthy eating campaigns in the public sector. Through consumer surveys and workshops with other stakeholders, EATWELL will assess the acceptability of the range of potential interventions. Armed with scientific quantitative evaluations of policy interventions and their acceptability to stakeholders, EATWELL expects to recommend more appropriate interventions for Member States and the EU, providing a one-stop guide to methods and measures in interventions evaluation, and outline data collection priorities for the future.