Let’s Eat Well” Project – a social marketing program to address issues of food avoidance problems among cancer patients
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AbstractBackground and Objectives
Food avoidance behavior among Chinese cancer patients is prevalent and with potential undesirable health outcome. The project was to design and implement a social marketing campaign aiming at addressing issues related to food avoidance.

An intervention booklet was developed by an expert panel based on social marketing principle. It was then disseminated in settings accessible to cancer patients. Simple questionnaire survey was then carried out to evaluate its effectiveness. An information website was launched and a press release was also done to maximize the effects’ coverage.

Three hundred and three cancer patients who have been practicing food avoidance. They were divided into two groups, with one group being exposed to the intervention booklet and the other group received additional motivational interviewing. Another 60 cancer patients without being exposed to the intervention served as the control group.

Two cancer clinics of public hospitals.

Main outcome measures
The participants’ awareness about food avoidance was expected to enhance after intervention.

Actual outcome showed that there was a significant improvement in intervention group participants’ 1) cognition about food avoidance, 2) intention to improve dietary practice, and 3) intention to seek dietary advice from healthcare professionals.

Given the fact that the number of cancer patients is continuously rising and that faulty dietary messages are from various sources, the deliverable of this project serves as a protection gateway to defense cancer patients’ nutrition health if it is effectively disseminated. The result of this project demonstrated a successful application of social market to promote nutrition health among diseased population. It also served as an example of collaboration between western and Chinese medicine in health promotion.
All Author(s) ListYUNG Ka Chun, LAI Hiu Yan, LAU Tak Fai Joseph
Name of ConferenceInternational conference on innovation in public health sciences
Start Date of Conference23/09/2016
End Date of Conference25/09/2016
Place of ConferenceHKSAR
Country/Region of ConferenceHong Kong
LanguagesEnglish-United Kingdom

Last updated on 2018-23-01 at 04:40