PARTNER
USP |
New Zealand Foreign Affairs and Trade |
Australian Government – Department of Foreign Affairs and Trade |
IRF
SECTOR
Health
PROJECT TYPE
Lab Experiments
SAMPLE SIZE
763 Participants
BEHAVIORAL THEME
Credibility |
Endorsements
OVERVIEW
We take a look at the promotion of healthy eating in Fiji through a return to traditional food, using Social Behavior Change Communication (SBCC) as a tool. While various health awareness programs have been conducted in the Pacific to encourage healthier eating habits, they have not yielded the desired results. In response, the Pacific Island Food Revolution (PIFR) takes a unique approach by celebrating Pacific Island cuisine, culture, and people through a reality cooking show format. This approach aims to nudge viewers toward healthier eating habits by emphasizing the positive aspects of traditional food and lifestyle, as opposed to traditional health messages.
Our results indicate an increase in healthy eating habits in the Pacific within both treatment and control conditions. Notably, women in the treatment group exhibited a 30% increase in healthy eating habits compared to the control group, while there was no significant effect on men. This gender gap suggests that women in the Pacific may have more room for improvement in their eating behaviors, and innovative SBCC interventions like the PIFR TV show could help bridge this gap. The study emphasizes the potential of edutainment to bring about meaningful changes in eating habits and the need for future interventions that address both men and women’s dietary behaviors on a broader scale.
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