Booz Allen Hamilton, McLean, VA, USA.
J Nutr Educ Behav. 2012 Jul-Aug;44(4):S2-12. doi: 10.1016/j.jneb.2012.05.011.
MyPlate, the icon and multimodal communication plan developed for the 2010 Dietary Guidelines for Americans (DGA), provides an opportunity to consider new approaches to evaluating the effectiveness of communication initiatives. A review of indicators used in assessments for previous DGA communication initiatives finds gaps in accounting for important intermediate and long-term outcomes. This evaluation framework for the MyPlate Communications Initiative builds on well-known and underused models and theories to propose a wide breadth of observations, outputs, and outcomes that can contribute to a fuller assessment of effectiveness. Two areas are suggested to focus evaluation efforts in order to advance understanding of the effectiveness of the MyPlate Communications Initiative: understanding the extent to which messages and products from the initiative are associated with positive changes in social norms toward the desired behaviors, and strategies to increase the effectiveness of communications about DGA in vulnerable populations.
我的餐盘是为 2010 年《美国人膳食指南》开发的图标和多模式传播计划，为评估传播计划的效果提供了新的方法。对以前膳食指南传播计划评估中使用的指标进行回顾发现，在考虑重要的中期和长期结果方面存在差距。本《我的餐盘传播计划评估框架》借鉴了著名且未充分使用的模型和理论，提出了广泛的观察、产出和结果，有助于更全面地评估效果。建议集中评估工作的两个领域，以增进对我的餐盘传播计划效果的理解：了解该计划的信息和产品在多大程度上与社会规范朝着预期行为的积极变化相关联，以及增加弱势群体对膳食指南的沟通效果的策略。
