Eating healthy - It's easier than you think

• Main Authors: Leow, Brian Ye En, Ong, Qian Ying, Tan, Ke Xin, Tan, Jolyne Li Min
• Other Authors: Sam Ran Boolsambatra
• Format: Final Year Project
• Language: English
• Published: 2018
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/73621
• Institution: Nanyang Technological University

This paper presents Eating Healthy – It’s Easier Than You Think, a health communications campaign by four final-year-students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. The campaign was executed in collaboration with the National Healthcare Group (NHG) and the National Skin Centre (NSC) in Singapore. The campaign aimed to advocate healthy eating behaviors in the workplace among NSC staff. The campaign seeks to pinpoint the key problems faced by worki CS/17/051: Eating Healthy – It’s Easier Than You Think ng adults when adopting healthy eating behaviours, and to reduce these barriers (i.e., monetary costs, convenience, accessibility) to healthy eating. Based on our formative research guided by the Integrated Model of Behavioural Prediction, our campaign developed campaign messages to engage with our target audience directly. We utilised online efforts, such as our editorial Food Blog, Chinese New Year Jingle Contest, and Electronic Direct Mailers to debunk the misconception that healthy eating is unachievable and guide staff to make simple steps to eating healthier. Supplementing our online efforts, we also implemented offline efforts, such as organising the Nutrition Workshop at NSC, Healthy Meals Brochure, Staff Lounge Table Decals, and Healthy Eating Posters, to equip NSC staff with the knowledge and skills to make healthier eating choices. The outcome evaluation results indicated that personalised tactics tailored to the organisations’ profile were most effective in reducing perceived barriers and influencing behaviour change towards healthy eating. Our pilot campaign recommended that tactics focused on hands-on workshops and utilising high traffic locations should be used in future health campaigns for best results.