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BMC Public Health

, 16:904

Health policies, systems and management in high-income countries

Abstract

BackgroundThe Eat Well Campaign EWC was a social marketing campaign developed by Health Canada and disseminated to the public with the help of cross-sector partners. The purpose of this study was to describe factors that influenced cross-sector partners’ decision to adopt the EWC.

MethodsThematic content analysis, based primarily on an a priori codebook of constructs from Roger’s diffusion of innovations decision process model, was conducted on hour-long semi-structured telephone interviews with Health Canada’s cross-sector partners n = 18.

ResultsDominant themes influencing cross-sector partners’ decision to adopt the EWC were: high compatibility with the organization’s values; being associated with Health Canada; and low perceived complexity of activities. Several adopters indicated that social norms e.g., knowing that other organizations in their network were involved in the collaboration played a strong role in their decision to participate, particularly for food retailers and small organizations. The opportunity itself to work in partnership with Health Canada and other organizations was seen as a prominent relative advantage by many organizations. Adopters were characterized as having high social participation and positive attitudes towards health, new ideas and Health Canada. The lack of exposure to the mass media channels used to diffuse the campaign and reserved attitudes towards Health Canada were prominent obstacles identified by a minority of health organizations, which challenged the decision to adopt the EWC. Most other barriers were considered as minor challenges and did not appear to impede the adoption process.

ConclusionsUnderstanding factors that influence cross-sector adoption of nutrition initiatives can help decision makers target the most appropriate partners to advance public health objectives. Government health agencies are likely to find strong partners in organizations that share the same values as the initiative, have positive attitudes towards health, are extremely implicated in social causes and value the notion of partnership.

KeywordsAdoption Compatibility Cross-sector partners Diffusion of innovations Nutrition Relative advantages Social norms Qualitative study AbbreviationsEWCEat well campaign

HCHealth Canada

NGONon-governmental organization

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Author: Melissa Anne Fernandez - Sophie Desroches - Mylène Turcotte - Marie Marquis - Joëlle Dufour - Véronique Provencher

Source: https://link.springer.com/







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