Background:
Australian children are exposed to marketing of discretionary foods and drinks at least 827 times each year. Research shows exposure to such marketing influences children’s brand awareness and preferences, and subsequent purchases and consumption. Health and Wellbeing Queensland (HWQld) developed ‘Pick me’ healthy food and drink marketing materials using nudge theory to influence consumer purchasing behaviour in out-of-home settings. This study aimed to adapt ‘Pick me’ for kids by incorporating children’s perspectives to make healthier options more identifiable in sport and recreation facilities where children frequently encounter food and drink marketing.
Methods:
An online survey was conducted with Queensland children 6-17 years to understand their perspectives on the design components (e.g., colour, image, texts, messaging) of ‘Pick me for kids’ marketing materials. A/B testing was used to determine preferences of design components, and the survey subsequently explored the potential impact of exposure to ‘Pick me for kids’ on children’s purchase behaviour. Participants were recruited over 6-weeks through HWQld networks and email campaign, paid social media campaign targeting Queensland parents, and snowball sampling.
Results:
A total of 103 children participated in the survey: 86% engaged in sporting activities outside of school, 9% identified as Aboriginal and/or Torres Strait Islander, and 71% and 22% reside in metropolitan and regional/rural areas, respectively. Preliminary findings show that children prefer marketing materials with colourful cartoon type characters and positive gain framed messaging. The majority of participants indicated an increase in their intention to purchase healthier options after being exposed to ‘Pick me for kids’.
Conclusion:
Using cartoon characters, positive messaging, and nudge theory in marketing materials designed for children may influence their purchase behaviour and increase intention to purchase healthier options. Next, the study will explore real-world applications and potential impact of ‘Pick me for kids’ on children’s purchase behaviour in local sporting facilities.