Creating evidence-based guidelines for healthy eating educational campaigns aimed at low-income South Africans: a case study of Grahamstown

Through a literature review and qualitative research, this study explores what a media-centric nutritional intervention needs to include in order to be effective amongst those whose health is most impacted by poor nutrition – poorer and mostly black South Africans. The study sketches the current nutritional landscape of South Africa, and draws on both Behaviour Change Communication and Media Effect theories to hypothesise how a campaign might be devised to change popular understandings of the relationship between health and nutrition, and inspire some change in food consumption behaviours and choices. The study explores the key factors that drive nutritional behaviours (including the environmental constraint of cost, the peer pressure and socialisation of food, and the desire for knowledge and change) and explores how media-based interventions could be more effective. To do this, this study creates three layers of an idealised and hypothetical “Super 7” fruit and vegetable consumption promotion campaign. From this data, and the insights developed, new guidelines for possible future nutritional education campaigns are suggested and developed