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Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption

While the influence of implementation of mass media and community-based campaigns has been evident elsewhere, this information has been notably absent in Thailand. This study aimed to investigate the association between implementation of mass media campaigns (MMC) and community-based campaigns (CBC)...

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Autores principales: Phulkerd, Sirinya, Thapsuwan, Sasinee, Chamratrithirong, Aphichat, Gray, Rossarin Soottipong, Pattaravanich, Umaporn, Ungchusak, Chantana, Saonuam, Pairoj
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9385052/
https://www.ncbi.nlm.nih.gov/pubmed/35976961
http://dx.doi.org/10.1371/journal.pone.0273232
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author Phulkerd, Sirinya
Thapsuwan, Sasinee
Chamratrithirong, Aphichat
Gray, Rossarin Soottipong
Pattaravanich, Umaporn
Ungchusak, Chantana
Saonuam, Pairoj
author_facet Phulkerd, Sirinya
Thapsuwan, Sasinee
Chamratrithirong, Aphichat
Gray, Rossarin Soottipong
Pattaravanich, Umaporn
Ungchusak, Chantana
Saonuam, Pairoj
author_sort Phulkerd, Sirinya
collection PubMed
description While the influence of implementation of mass media and community-based campaigns has been evident elsewhere, this information has been notably absent in Thailand. This study aimed to investigate the association between implementation of mass media campaigns (MMC) and community-based campaigns (CBC) for increased fruit and vegetable (FV) consumption to meet the global recommended level in the Thai population. The sample was obtained from a nationally-representative, longitudinal household survey of the Thai population, Round1 (2018) and Round2 (2019). The study applied a multi-stage sampling design to obtain a sample of persons age 15 years or older. Face-to-face interviews were conducted with 3,010 respondents who successfully participated in both Round1 and Round2 surveys. Information on FV consumption, exposure to Government MMC, ThaiHealth MMC including social marketing (MMSMC) and CBC, and sociodemographic characteristics were collected. Binary logistic regression analysis was used to investigate the association between implementation of those campaigns and increased FV consumption compared to the recommended level. Of the total respondents, only 11.3% had higher FV consumption and also met the minimum requirement. Respondents who lived in rural areas, were farmers, and grew FV at home had the highest probability of increased FV consumption. Exposure to the MMC and CBC was also associated with an increase in FV consumption. Above all, those who had exposure to the MMSMC, who reported either having high level of perception (OR = 1.832, 95% CI 1.259–2.666) or ever heard or seen (OR = 1.770, 95% CI 1.264–2.479) or heard and seen (OR = 1.698, 95% CI 1.131–2.550) campaign information were more likely to have a substantial increase in FV consumption and meeting/exceeding the recommended level than those who were not exposed to these campaigns. Other associated factors include education, occupation and physical activity. Implementation of MMSMC can help the population meet the global recommended level of FV consumption. This study presents its novelty since it was the first to highlight influence of mass media campaigns on increased FV consumption in Asian population. This was also the first study that used data from a population-based longitudinal study. The study suggested that MMC and CBC should also be promoted together with support systems to increase their intensity to a level that can increase population FV consumption to meet the recommended level. Sociodemographic characteristics should be taken into account, and targeted media is needed to effectively reach specific sub-groups of the population.
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spelling pubmed-93850522022-08-18 Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption Phulkerd, Sirinya Thapsuwan, Sasinee Chamratrithirong, Aphichat Gray, Rossarin Soottipong Pattaravanich, Umaporn Ungchusak, Chantana Saonuam, Pairoj PLoS One Research Article While the influence of implementation of mass media and community-based campaigns has been evident elsewhere, this information has been notably absent in Thailand. This study aimed to investigate the association between implementation of mass media campaigns (MMC) and community-based campaigns (CBC) for increased fruit and vegetable (FV) consumption to meet the global recommended level in the Thai population. The sample was obtained from a nationally-representative, longitudinal household survey of the Thai population, Round1 (2018) and Round2 (2019). The study applied a multi-stage sampling design to obtain a sample of persons age 15 years or older. Face-to-face interviews were conducted with 3,010 respondents who successfully participated in both Round1 and Round2 surveys. Information on FV consumption, exposure to Government MMC, ThaiHealth MMC including social marketing (MMSMC) and CBC, and sociodemographic characteristics were collected. Binary logistic regression analysis was used to investigate the association between implementation of those campaigns and increased FV consumption compared to the recommended level. Of the total respondents, only 11.3% had higher FV consumption and also met the minimum requirement. Respondents who lived in rural areas, were farmers, and grew FV at home had the highest probability of increased FV consumption. Exposure to the MMC and CBC was also associated with an increase in FV consumption. Above all, those who had exposure to the MMSMC, who reported either having high level of perception (OR = 1.832, 95% CI 1.259–2.666) or ever heard or seen (OR = 1.770, 95% CI 1.264–2.479) or heard and seen (OR = 1.698, 95% CI 1.131–2.550) campaign information were more likely to have a substantial increase in FV consumption and meeting/exceeding the recommended level than those who were not exposed to these campaigns. Other associated factors include education, occupation and physical activity. Implementation of MMSMC can help the population meet the global recommended level of FV consumption. This study presents its novelty since it was the first to highlight influence of mass media campaigns on increased FV consumption in Asian population. This was also the first study that used data from a population-based longitudinal study. The study suggested that MMC and CBC should also be promoted together with support systems to increase their intensity to a level that can increase population FV consumption to meet the recommended level. Sociodemographic characteristics should be taken into account, and targeted media is needed to effectively reach specific sub-groups of the population. Public Library of Science 2022-08-17 /pmc/articles/PMC9385052/ /pubmed/35976961 http://dx.doi.org/10.1371/journal.pone.0273232 Text en © 2022 Phulkerd et al https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Phulkerd, Sirinya
Thapsuwan, Sasinee
Chamratrithirong, Aphichat
Gray, Rossarin Soottipong
Pattaravanich, Umaporn
Ungchusak, Chantana
Saonuam, Pairoj
Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption
title Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption
title_full Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption
title_fullStr Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption
title_full_unstemmed Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption
title_short Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption
title_sort implementing population-wide mass media campaigns: key drivers to meet global recommendations on fruit and vegetable consumption
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9385052/
https://www.ncbi.nlm.nih.gov/pubmed/35976961
http://dx.doi.org/10.1371/journal.pone.0273232
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