Formative Research to Design a Promotional Campaign to Increase Drinking Water among Central American Latino Youth in an Urban Area
Formative Research to Design a Promotional Campaign to Increase Drinking Water among Central American Latino Youth in an Urban Area
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DOI：
10.1080/10810730.2017.1303557
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发表时间：
2017-01-01
影响因子：
4.4
通讯作者：
Edberg, Mark
中科院分区：
文献类型：
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作者：
Barrett, Nicole;Colon-Ramos, Uriyoan;Edberg, Mark
拉丁美洲人比其他人口群体消费更多的含糖饮料和更少的水。我们的目标是了解饮料选择的动机和测试促销概念，可以鼓励中美洲拉丁美洲城市青年喝更多的水。进行了两轮焦点小组讨论（n=10个焦点小组，61名参与者，6- 18岁）。逐字转录数据，并使用归纳和演绎编码方法进行分析。青年人饮水的动机取决于口渴程度、天气、能量和对健康益处的看法。由于自来水的味道以及对自来水的安全和清洁的看法，青年人不愿饮用水。年轻人对饮料的偏好取决于他们的朋友喝什么。在家里和其他环境中，水与其他饮料的可用性影响了他们的选择。宣传材料包括混合语言，关于饮用水益处的信息，以及活跃，充满活力和饮用水的名人或运动员。在这些拉丁美洲青年中增加水消费的宣传活动应包括双文化信息，以强调水的力量来解渴，强调饮用水的健康益处，并解决自来水的安全问题。
Latinos consume more sugary drinks and less water than other demographic groups. Our objective was to understand beverage choice motivations and test promotional concepts that can encourage Central American Latino urban youth to drink more water. Two rounds of focus group discussions were conducted (n=10 focus groups, 61 participants, 6-18years old). Data were transcribed verbatim and analyzed using inductive and deductive coding approaches. Youth motivations for drinking water were shaped by level of thirst, weather, energy, and perceptions of health benefits. Youth were discouraged from drinking water due to its taste and perceptions of the safety and cleanliness of tap water. Youth beverage preference depended on what their friends were drinking. Availability of water versus other beverages at home and other settings influenced their choice. Promotional materials that included mixed language, informative messages about the benefits of drinking water, and celebrities or athletes who were active, energized, and drinking water were preferred. A promotional campaign to increase water consumption among these Latino youth should include bicultural messages to underscore the power of water to quench true thirst, highlight the health benefits of drinking water, and address the safety of tap water.