Evaluating Food Messaging Campaigns for Young Adults

Evaluating a Counter-marketing Campaign to Improve Diet Quality Among Young Adults

This study aims to determine whether online social media campaigns improve diet quality among young adults. Young adults will be exposed to one of three social media campaigns.

In this 3-arm parallel randomized controlled trial, participants will be randomized to one of three arms: 1) Control (neutral) messages, 2) Health education messages that focus on describing the health harms of consuming sugary drinks and processed snack foods, or 3) Counter-marketing messages that focus on exposing and undermining deceptive, harmful, or misleading marketing practices used by food companies to sell unhealthy foods. In each arm, participants will follow private Instagram accounts corresponding to their study arm. The study team will post campaign messages to the Instagram accounts. Participants will complete dietary recalls and answer online survey questions.

Inclusion Criteria:

• 18-29 years old
• Reside in the US
• Speak English
• Use Instagram 3-4 times per week or more
• Consume sugary drinks 5-6 times per week or more and consume sweet and salty snacks 5-6 times per week or more

Exclusion Criteria:

• Younger than 18 years or older than 29 years
• Do not reside in the US
• Do not speak English
• Use Instagram less than 3-4 times per week
• Consume sugary drinks less than 5-6 times per week or consume sweet and salty snacks less than 5-6 times per week