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Short food safety videos promote peer networking and behavior change

Virginia Quick (Division of Intramural Population Health Research, Eunice Kennedy Shriver National Institute of Child Health and Human Development/ National Institutes of Health, Bethesda, Maryland, USA)
Kirsten W. Corda (Aransas County, Texas A&M AgrilLife Extension Service, Rockport, Texas, USA)
Jennifer Martin-Biggers (Department of Nutritional Sciences, Rutgers University, New Brunswick, New Jersey, USA)
Barbara Chamberlin (Department of Media Productions, New Mexico State University, Las Cruces, New Mexico, USA)
Donald W Schaffner (Department of Food Science, Rutgers University, New Brunswick, New Jersey, USA)
Carol Byrd-Bredbenner (Department of Nutritional Sciences, Rutgers University, New Brunswick, New Jersey, USA)

British Food Journal

ISSN: 0007-070X

Article publication date: 5 January 2015

Abstract

Purpose

The purpose of this paper is to create a series of 30-60-second short videos to promote improved food safety behaviors of middle school youth, determine the feasibility of disseminating the videos through peer networks, and measure their effects on food safety attitudes, perceived social norms, and behaviors of youth.

Design/methodology/approach

Food safety content specialists, learning experts, programmers, illustrators, project managers, instructional designers, scriptwriters, and stakeholders were involved in creation of the Don’t Be Gross short videos before evaluation by middle school youth (sixth to eighth grades). The experimental group (n=220) completed the following activities at about one-week intervals: pre-test, viewed videos, post-test, and follow-up test. The control group (n=112) completed the same activities at similar intervals but did not have access to the videos until after the follow-up test.

Findings

Controlling for grade and gender, linear mixed-effects models revealed significant time by group effects for participants’ perceived susceptibility to foodborne illness; intentions to perform recommended food safety behaviors approached significance. Additionally, compared to the pre-test, the experimental group perceived their friends as being significantly more confident in performing food safety behaviors at post- and follow-up tests. Google Analytics data revealed that the bounce rate from the home page of the videos was low (38 percent) suggesting that the videos were engaging.

Originality/value

The Don’t Be Gross videos were liked by youth and shared among their peers and may have the potential to promote positive food safety behaviors and intentions among youth.

Keywords

Acknowledgements

USDA, National Food Safety Initiative 2009-5110-05936 and in part by the intramural research program of the National Institute of Health, Eunice Kennedy Shriver National Institute of Child Health and Human Development.

Citation

Quick, V., Corda, K.W., Martin-Biggers, J., Chamberlin, B., Schaffner, D.W. and Byrd-Bredbenner, C. (2015), "Short food safety videos promote peer networking and behavior change", British Food Journal, Vol. 117 No. 1, pp. 78-93. https://doi.org/10.1108/BFJ-09-2013-0270

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited