Abstract
AimThis study aims to determine if current health promotion messages relating to diet and physical activity are sufficiently targeted towards young adults. In addition, we examine what elements of these messages might be improved to ensure they encourage improved diet and exercise behaviours within this underserved group.Subject and methodsUsing qualitative methods, five focus group discussions (FGDs) and two semi-structured in-depth interviews were conducted among 19 young adults in Aberdeen City. An appropriate topic guide was developed for this purpose. After obtaining consent, all FGDs and interviews were audio-recorded and transcribed verbatim. A thematic analysis was conducted that allowed for emerging themes to be identified from the data. Links between themes were established and key quotes identified.ResultsFive major themes emerged: (1) exposure to health messages over time; (2) chains of healthy or unhealthy behaviours; (3) perceptions and attitudes towards health messages; (4) facilitators and barriers; (5) improving the usability of health messages.ConclusionsThe results demonstrate that young adults did not find current health promotion messages engaging. These messages did not support them in overcoming their perceived barriers, nor were they suitably formatted or located for them. There were suggestions from young adults on how to improve these messages including using social media, presenting messages in more usable forms, and working with larger corporations to make these messages more effective. Tailoring these messages specifically for young adults could improve their diet and exercise behaviours, thereby helping to reduce future obesity levels and co-morbidities within Scotland.
Highlights
Obesity is a major public health problem in Scotland, with the Scottish Health Survey from 2015 showing 65% of adults classified as overweight, of which 29% were obese (Scottish Government 2016)
Young adults undergo various life course changes such as leaving home and starting university or full-time work. For those starting university life, research has identified that finances, social pressures, and time are all barriers to healthy choices (Nikolaou et al 2015), but young adults who do not continue onto further education are poorly recruited for health research (Poobalan et al 2016)
This study confirmed that health messages (HMs) about diet and exercise for young adults need to be targeted to them
Summary
Obesity is a major public health problem in Scotland, with the Scottish Health Survey from 2015 showing 65% of adults classified as overweight, of which 29% were obese (Scottish Government 2016). Young adults have been shown to have the quickest rate of weight gain out of all the age groups (Ng et al 2014) This age is critical as obesity within this age group continues into adult years and increases the risks of chronic diseases later in life (Gordon-Larsen et al 2010). Young adults undergo various life course changes such as leaving home and starting university or full-time work For those starting university life, research has identified that finances, social pressures, and time are all barriers to healthy choices (Nikolaou et al 2015), but young adults who do not continue onto further education are poorly recruited for health research (Poobalan et al 2016). It is important that weight management efforts target young adults in all of their
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