Escolar Documentos
Profissional Documentos
Cultura Documentos
Don't Be Gross! Development of Food Safety Video Snacks Viral Marketing Campaign for
Middle School Youth
Author(s): V. Quick1, R. Heller2, K. Corda2, J. Martin-Biggers2, D. Schaffner3, J. Gleason4,
B. Chamberlin4, C. Byrd-Bredbenner2; 1Prevention Research, Eunice Kennedy Shriver
National Institute of Child Health & Human Development/National Institutes of Health,
Bethesda, MD, 2Nutritional Sciences, Rutgers University, New Brunswick, NJ, 3Food
Science, Rutgers University, New Brunswick, NJ, 4Media Productions, New Mexico State
University, Las Cruces, NM
Learning Outcome: To describe the development and formative evaluation of a computerbased viral marketing campaign called Don't Be Gross designed to shift food safety social
norms of middle school youth.
Peer social networks have the potential to shift health behaviors, yet are underutilized in food
safety education. The importance of social networks during adolescence coupled with
increasing food preparation responsibilities of teens indicates an opportunity to shift food
handling behaviors using social networks. This project developed a series of 'video snacks'
(short, animated videos, intended for Internet delivery, that use strategies designed to shift
social norms). A community-based participatory approach that included middle school youth
and teachers/administrators, food safety educators, and software design/technology experts
was used throughout the design process. Development began by identifying problematic food
handling behaviors of middle schoolers (e.g., low hand washing rates, beverage cup/bottle
sharing) and brainstorming potential storylines to address behaviors and shift social norms.
Eight video snacks were developed and given a unied identity (i.e., complementary art,
music, voice over, typographical elements) and theme (i.e., Don't Be Gross). Formative
testing of the videos was conducted throughout the design process in 2 states using myriad
methods (e.g., focus groups, interviews, blogs, closet confessionals, observations). Qualitative evaluation of the videos by 44 youth revealed that they found the videos enjoyable, funny,
interesting, and attention grabbing. They agreed they would share the videos with peers.
Middle school teachers/administrators (n36) felt the videos would resonate with youth and
had the potential to shift social norms. Google-analytic data from a controlled trial in 19
secondary schools indicate that youth did seek and share the video snacks with peers. Food
safety video snacks may have the potential to shift food safety social norms in youth.
Funding Disclosure: Research supported by the USDA, National Food Safety Initiative, and in
part by the intramural research program of National Institutes of Health (NIH), Eunice
Kennedy Shriver National Institute of Child Health and Human Development
A-56