Qualitative evaluation of a social media campaign to improve healthy food habits among urban adolescent females in Indonesia

OBJECTIVE: The current study focuses on how adolescent girls in urban Indonesia accept technology in a social media (SM) campaign to promote healthy eating habits. DESIGN: The study was a qualitative evaluation of the online campaign. In-depth interviews using semi-structured interview guidelines and focus group discussions were used to collect data. Data were analysed using a general inductive approach to provide simple and straightforward answers to our study questions. SETTINGS: The study was conducted in two urban areas in Indonesia: Jakarta and Jogjakarta. PARTICIPANTS: Adolescent girls aged 16–19 years. RESULTS: The SM campaign was perceived as beneficial for increasing participants’ knowledge. The campaign helped increase participants’ awareness of healthy diets and the health risks of unhealthy diets as well as increase their motivation to change their behaviour and avoid foods containing salt, sugar and excess fat. The participants perceived information from the online campaign as complete and trustworthy. Instagram was cited as the easiest platform to use, while the website was cited as having the most complete information. YouTube provided the best viewing experience but was considered a data-heavy platform. The barriers to change were perceptions of taste, limited choices for healthy but affordable ingredients and family-related factors. CONCLUSIONS: The online nutrition campaign was well accepted by Indonesian urban adolescent females and motivated them to act to protect their health. Future nutrition-related SM campaigns aimed at this demographic should focus on platforms with the greatest benefit and ease of use.