Healthy Lifestyles Promotion Messages Targeted for different Environments along the Life Course: focus on Young Adults a neglected group

Health promotion strategies for improving lifestyle behaviours, throughout life-course, increasingly use mass-media to promote health messages. These messages related to healthy eating and physical activity, have had a mixed response in adults depending on the tone of the message (Puhl et al., 2013) with targeted messages having the most effect in altering behaviours (Green et al, 2015). Current strategies in Scotland to improve obesity rates focus on young children and families (Scottish Government, 2010). This may improve obesity levels in the future, but does not tackle the young adult age group where weight gain is the most rapid (Ng et al, 2013).

Previous studies (Poobalan et al., 2012) indicated that young people found the generic Health promotion messages to be “empty information”. Recent study by our group (submitted for publication) has found that young adults engagement with current messages may depend on environment (work, education, other) and the level of exposure given.

The aim of this study then is to determine how health promotion messages may be adapted to be more meaningful to this age group and accessible regardless of their environment. This will be achieved by updating a review on current UK health promotion messages regarding physical activity and healthy eating. Then in a variety of settings, the workplace, educational institutes and elsewhere (to capture those not in education, employment or training), effective message, delivery method and influencing elements will be identified or confirmed using qualitative approaches, like focus groups and Q-Methodology. This will be underpinned by an appropriate health behavioural change theory to explore the concepts within health promotion messages that could improve the theory constructs leading to positive behavioural change. The findings from this will inform how the content and presentation of health messages may be improved. As a continuing co-production with young people, messages will be modified to be more applicable and accessible to this age range in each setting. These will be tested initially as a feasibility/pilot study with a view at least to translate into a full comparator study to assess if these new approaches effect behaviour change.

APPLICATION PROCEDURE:

This project is advertised in relation to the research areas of the APPLIED HEALTH SCIENCE. Formal applications can be completed online: https://www.abdn.ac.uk/pgap/login.php; You should apply for Degree of Doctor of Philosophy in Applied Health Science, to ensure that your application is passed to the correct person for processing.

NOTE CLEARLY THE NAME OF THE SUPERVISOR and EXACT PROJECT TITLE ON THE APPLICATION FORM. IF YOU DO NOT MENTION IAHS STUDENTSHIP ON YOUR APPLICATION THEN IT WILL NOT BE CONSIDERED FOR THE STUDENTSHIP. Applicants are limited to applying for a maximum of 3 applications for funded projects. Any further applications received will be automatically withdrawn.

Informal inquiries can be made to Dr Amudha Poobalan ([Email Address Removed]) with a copy of your curriculum vitae and cover letter indicating your interest in the project and why you wish to undertake it. All general enquiries should be directed to the Postgraduate Research School ([Email Address Removed]).