by Suellen Morris | Sep 10, 2024 | Thoughts
In an ever-evolving field like gut health, staying at the forefront of scientific discovery and ensuring this is shared with consumers in an evidence-based and nuanced way is crucial. The key to reaching consumers with these messages is engaging healthcare professionals and Yakult Science worked with us to do just that.
Activity Objective
The primary objective of this initiative was two-fold: first, to provide healthcare professionals with the latest scientific insights and advancements in gut health, thereby enriching their knowledge and expertise in the field. Second, by doing so, Yakult Science aimed to solidify its status as an authoritative voice and innovator within the gut health arena.
MyNUtriWeb Solution
Exclusive full-day symposium with 7 independent speakers and Yakult’s own Science Manager, Dr Emily Prpa as chair.
Independent experts gave updates on highly relevant topics in the area of gut health including research related to Yakult Science and a talk on the science of probiotics by Yakult’s Science Director for Europe, Professor Bruno Pot. The event was co-partnered with the BDA Gastroenterology Specialist Group and endorsed by the Association for Nutrition for added credibility and reach.
Results
unique on demand views
321
(in the first 6 months)
100%
Will recommend Yakult
97%
Would recommend the event
CONCLUSION
The team at Yakult Science were delighted with the event and ongoing supporting campaign.
“We collaborated with MyNutriWeb for our Yakult Science Study Day 2023, aimed at enhancing gut microbiota knowledge and awareness within the healthcare professional community. Throughout the process, their team showcased commendable professionalism, creativity, and attention to detail. The event not only met but exceeded our expectations, leaving a positive impression on our target audience. Thanks to MyNutriWeb’s strategic planning and effective execution, we observed a noticeable increase in engagement on our platforms. We look forward to the continuing our collaboration with MyNutriWeb in 2024.”
Dr Emily Prpa, Science Manager, Yakult
If you’d like to learn more about Yakult Science, visit their website
If you are keen to understand more about how we can help you reach your target audience, get in touch.
by Suellen Morris | Jun 27, 2023 | ---------------
At Nutrilicious we love helping to bring about and manage innovative partnerships and campaigns for better health nutrition and planet.
This week we are sharing reflections on our role in helping to bring about the British Dietetic Associations “One Blue Dot” Toolkit and Campaign.
Background
Since Nutrilicious was founded in 2008 Sustainability has been part of our DNA. In 2017 we observed that Dietitians tended to advise clients about the importance of eating well, without considering the importance of sustainability. Their role in encouraging more sustainable eating was largely unrecognised.
Objective
To help create and deliver a UK-wide campaign to promote sustainable diets, educating dietitians, nutritionists and other health professionals and empowering them to support the public in improved diets for their health as well as the planet.
Approach
We worked closely with the British Dietetic Association (BDA) supported by one of our clients the Alpro Science and nutrition team to understand Dietitians knowledge gap and needs with regards to sustainable diets.
We identified priorities for dietitians and other healthcare professionals, and barriers and motivators for citizens when it comes to sustainable diets.
As part of our research we carried out:
- quantitative analysis, through a survey; and
- qualitative analysis, through in depth workshops
Our teams unique expertise in partnership and project management, insights combined with our expertise in sustainable nutrition and PR allowed us to support the BDA and play a pivotal role in the creation of the One Blue Dot campaign and its ultimate outputs.
Launch Outputs
1.The BDA Sustainable Diets toolkit, a scientific report and toolkit which included six key resources, combining background information with practical ideas for helping change consumer behaviour:
- Reference guide
- Glossary of terms
- Frequently asked questions
- Meal swap ideas
- Nutritional considerations
- Other sources of key nutrients
2.Marketing, PR and social media
We developed and executed a strategic marketing and communications plan to raise awareness of the issue and promote the new toolkit.
We generated publicity and positive support from key influencers across the industry. Actions included:
- Four articles in Dietetics Today
- One Blue Dot website content
- Sustainable diets webinar watched by over 1K dietitians, nutritionists and other health professionals across the UK and Europe, including trade bodies, NGOs and government representatives. Other attendees included representatives from INDI, BNF, PHE, Ireland Health Board and multiple members of the food industry
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- Social media posting, with reach of 327,000 and over 10,300 engagements at launch
- Email campaign to the BDA, Nutrilicious and Alpro database, plus other networks.
- Speaker platforms and information stands at key events, including BDA Live, Conference Food Matters Live and Primary Care
- BBC Breakfast three-part programme on sustainability to include One Blue Dot
Key Results
- First sustainability toolkit for Dietitians in the UK and globally
- Forerunner to the Eat Lancet Review
- Significant improvement in knowledge and awareness of sustainable diets amongst BDA members and non members
- Dietitians of Canada inspired to create guidance for Canadian Dietitians
- Working group and BDA members shared knowledge at national and international events
- Raised the Alpro science and nutrition brand credibility, awareness and knowledge amongst Dietitians and other health professionals
Today
One Blue Dot is schedule for an update. If you would like to align with this fantastic campaign and support this, please get in touch. We would love to hear your thoughts.
by Suellen Morris | Apr 27, 2023 | Hot Topics in nutrition, Thoughts, The Nation’s Health, Education
This month, we are pleased to see the publication of a paper that Nutrilicious were commissioned to create. While our nutrition and science team at Nutrilicious strongly believes that we must now update the Eatwell Guide we also believe that more focus must be given to communications of the Eatwell Guide. The new rapid review explores communications around food based dietary guidelines (FBDG), including the Eatwell Guide. The paper has been published in the journal ‘sustainability’ , authored by Amy E Culliford, Jane Bradbury and Elphee B. Medici. As a nutrition and sustainable diets communications consultant at Nutrilicious, Elphee was part of the core research team for this project.
Improving Communication of the UK Sustainable Healthy Dietary Guidelines the Eatwell Guide: A Rapid Review
Background
In the UK, FBDG are reflected by the Eatwell Guide, developed by Public Health England (PHE), last updated in 2016. The Eatwell Guide replaced the Eatwell Plate and continues to define the government’s advice on a healthy balanced diet. The visual guide provides a representation of healthy eating by splitting the food we eat into five food groups and shows how much an individual should eat from each group. The supporting guides that can be found on the government’s website include A colour Eatwell Guide PDF, Government dietary recommendations, The Eatwell Guide Booklet and A quick guide to the government’s healthy eating recommendations
Currently, only 0.1% of the UK population are meeting all nine recommendations provided by the Eatwell Guide. Improving adherence is of upmost importance not only to improving health and reducing rates of non-communicable disease in the UK but also to supporting a reduction in the environmental impact of what we are eating, to help meet the UK’s targets in reducing greenhouse gas emissions (GHGe) by 68% by 2023, compared to 1990 levels.
The Findings
Key themes were pulled out as part of the review as being significant in effective communication of FBDG. The following five recommendations were made, with the aim of helping to improve adherence to the Eatwell Guide:
(1) Review of language and tone of nutrition and sustainability related messages
Short, simple, specific and easy to understand communications should be utilised, using an empathetic and empowering tone. Specific messages relating to sustainable diets should be recommended and incorporated into guidelines offering benefits for the people and the planet.
(2) Targeting of FBDG and communications to specific population segments
Communication needs to be tailored and appeal to different population groups including age, gender, cultural background and motivation style. Further research is warranted to explore factors which influence food choices within specific target population segments.
(3) Addressing barriers to and benefits of adopting the Eatwell Guide recommendations
Barriers need to be addressed to guide in effective communications. Barriers identified included taste preferences, cost, time and habits.
(4) Development of practical tools and resources to support implementation of the guidelines
Compared to other countries’ FBDG communication strategies, the UK is currently lacking in producing supporting resources to assist in the implementation of the Eatwell Guide. For example, portion size guidance for various population groups, healthier and tasty substitutions for unhealthy and/or unsustainable foods would be beneficial and also recipes and practical approaches to meeting FBDG.
(5) Leveraging social media and social marketing techniques to increase public engagement
Social media and the internet are a key target area to communicate to individuals. The digital space should be utilised to form a key part of the Eatwell Guide communication strategy, alongside traditional media.
As can be seen, multiple elements need to be considered when communicating the Eatwell Guide to the public, health professionals and other stakeholders.
Moving On
The review provides such valuable lessons into the effective use of FBDG, including what has been working well globally. Research findings from this new rapid review can help to drive better and more effective communication strategies in order to promote sustainable healthy eating guidelines. Policy makers, the food industry and health professionals should use this to drive dietary behaviour change. The authors conclude that further research is needed in this area, with a particular focus on ‘research into the motivations, perceived barriers and preferred communication style for target population groups and a more detailed analysis of social marketing and industry strategies which could be adapted to promote sustainable healthy diets.’
“Healthy eating guidance including the Eatwell Guide need to be brought to life through a strategic and creative marketing strategy designed to resonate with different population groups and on a level similar to how food marketing is successfully done. Government needs to go beyond current guidelines and campaigns and embed this into an always-on public health strategy to make this happen. Those involved in such a strategy would benefit from the learnings in this paper” – Tanya Haffner, Registered Dietitian, CEO Nutrilicious
