Fassier Philippine, Rabès Anaëlle, Ducrot Pauline, Serry Anne-Juliette
Department of Prevention and Health Promotion, Santé Publique France, The National Public Health Agency, Saint-Maurice, France.
Front Nutr. 2023 Aug 8;10:1208824. doi: 10.3389/fnut.2023.1208824. eCollection 2023.
Despite the health benefits, fiber intake is insufficient among French adults. To promote the consumption of pulses and whole grains, defined as priority food groups because they are rich in fiber, readily available, and affordable, the French National Public Health Agency implemented a social marketing campaign in 2019 to improve knowledge, self-efficacy, and consumption of pulses and whole grains.
To evaluate the short-and long-term effects of this social marketing campaign.
A 8-month prospective study was conducted on the Internet. A sample of 4,001 French adults was interviewed before the social media campaign (T0), immediately afterwards (T1), and after 8 months (T2). Analysis was performed on 2,422 adults responding at T1 and T2. Outcomes associated with campaign recall were investigated by mixed models with random effects using generalized estimating equations.
Overall, 59.5% of subjects recalled the campaign. In multivariable-adjusted analyses, no significant difference was found in terms of knowledge, self-efficacy, and consumption of pulses and whole grains between those recalling and not recalling the campaign (value of > 0.05). When the analyses were stratified by educational level (p-interaction<0.10), a significant positive association was found between campaign recall and variation of knowledge about whole grain fiber content in subjects with lower educational level (value of = 0.002 at T1 and value of = 0.008 at T2). For small consumers of pulses, subjects recalling the campaign improved both their knowledge (OR [95%CI] = 1.47 [1.14-1.90], value of = 0.003 at T2) and consumption of pulses (1.44 [1.14-1.86], value of = 0.002 at T1, 1.50 [1.16-1.94], value of = 0.002 at T2).
This first French social marketing campaign promoting pulses and whole grains had a positive impact on specific subgroups of particular interest in terms of public health (i.e., people with low educational level and small consumers of pulses). These results will allow us to improve the communication materials used for the second edition of this social marketing campaign.
尽管膳食纤维有益健康，但法国成年人的膳食纤维摄入量仍不足。为了促进豆类和全谷物的消费，这两类食物因其富含膳食纤维、易于获取且价格实惠而被定义为优先食物组，法国国家公共卫生机构于2019年开展了一项社会营销活动，以提高人们对豆类和全谷物的认知、自我效能感以及消费量。
评估这项社会营销活动的短期和长期效果。
在互联网上进行了一项为期8个月的前瞻性研究。在社交媒体活动之前（T0）、活动结束后立即（T1）以及8个月后（T2），对4001名法国成年人进行了抽样访谈。对在T1和T2做出回应的2422名成年人进行了分析。使用广义估计方程，通过具有随机效应的混合模型研究与活动回忆相关的结果。
总体而言，59.5%的受试者回忆起了该活动。在多变量调整分析中，回忆起和未回忆起该活动的人在豆类和全谷物的知识、自我效能感以及消费量方面没有发现显著差异（>0.05）。当按教育水平分层分析时（p交互作用<0.10），在教育水平较低的受试者中，活动回忆与全谷物纤维含量知识的变化之间存在显著的正相关（T1时=0.002，T2时=0.008）。对于豆类消费量少的人群而言，回忆起该活动的受试者在知识（T2时，OR[95%CI]=1.47[1.14 - 1.90]，=0.003）和豆类消费量（T1时，1.44[1.14 - 1.86]，=0.002；T2时，1.50[1.16 - 1.94]，=0.002）方面均有所改善。
这项首个推广豆类和全谷物的法国社会营销活动，对公共卫生方面特别关注的特定亚组（即教育水平低的人群和豆类消费量少的人群）产生了积极影响。这些结果将使我们能够改进用于此次社会营销活动第二版的宣传材料。
