An official website of the United States government.
This integrated food safety research, education, and Extension project addresses priority area (111.A) Providing food safety education and training for consumers of all ages, including those at increased risk for foodborne illnesses. <P>
The magnitude and impact of this integrated research, education, and Extension proposal includes: <ul> <LI> Data for food safety educators regarding the role and importance of peer networks and social norms on food safety behaviors of middle school youth. <LI>Applied educational tools for use in schools and informal learning environments that reflect established educational needs of the target audience and incorporate peer social networks to shift social norms with regard to food safety behaviors. <LI>Increased knowledge of how peer networks and social norms influence the food safety practices of youth, as well as carry-over effects on the behaviors of their family members.<LI>Data regarding effectiveness of a social network educational initiative for this age group, with recommendations for future development. </ul> The goal of this integrated research, education, and Extension effort is to help youth will adopt and engage in behaviors that prevent foodborne illness.
NON-TECHNICAL SUMMARY: This integrated food safety research, education, and Extension project will provide food safety education to help youth adopt and engage in behaviors that prevent foodborne illness. Project objectives are to: 1) Use research findings on food safety needs, attitudes, and interests of middle school students, create a series of 'video snacks' that use social norms design and Theory of Reason Action to change food safety behaviors of middle school youth. Video snacks are short animated videos or mini-games that focus on a single topic (e.g., hand washing, water bottle sharing) using an approach designed to shift social norms. They are intended for distribution through peer social networks. 2) Conduct formative evaluation of video snacks throughout development. 3) Conduct process and controlled summative evaluation studies to document the effect of the video snacks disseminated through peer networks using viral marketing techniques on middle schoolers' food safety attitudes, perceived social norms, and behaviors. Viral marketing is the distribution of messages by the audience of interest to their pre-existing social networks. That is, an individual exposed to an engaging message shares the message with his or her social network who, in turn, share it with their social networks, and so on creating a snowball effect. 4) Prepare tools for disseminating video snacks to additional social networks (e.g., MySpace, 4-H clubs, scout troops, summer camps) and professionals (e.g., science teachers, family and consumer sciences teachers, Extension agents). 5) Develop recommendations for educational and behavioral objectives for additional social network materials based on research findings.
<P>
APPROACH: The objectives of this proposal are as follows. <BR> 1) Using research findings on food safety needs, attitudes, and interests of middle school students, create a series of 'video snacks' that use social norms design and Theory of Reason Action to change food safety behaviors of middle school youth. Note that video snacks are defined as short (approximately 2 to 3 minute) animated videos or mini-games that focus on a single topic (e.g., hand washing, water bottle sharing) using an approach designed to shift social norms. They are intended for distribution through peer social networks. <BR> Conduct formative evaluation of video snacks throughout the development process. <BR>Conduct process and controlled summative evaluation studies to document the effect of the video snacks disseminated through peer networks using viral marketing techniques on middle schoolers' food safety attitudes, perceived social norms, and behaviors. Note that viral marketing is the distribution of messages by the audience of interest to their pre-existing social networks. That is, an individual exposed to an engaging message shares the message with his or her social network (e.g., friends, family) who, in turn, share it with their social networks, and so on creating a snowball effect. Traditionally, the message was delivered via word-of-mouth; with the advent of the Internet, viral marketing also uses email, social network posts (e.g., Facebook), instant messaging, links to video clips, games, and the like. <BR>Prepare tools for disseminating video snacks to additional peer networks (e.g., MySpace, 4-H clubs, scout troops, summer camps) and professionals (e.g., science teachers, family and consumer sciences teachers, health teachers, Extension agents).<BR>Develop recommendations for educational and behavioral objectives for development of new social network materials based on research findings. <BR><BR>The proposed activities are to: <UL> <LI> Develop food safety video snacks for middle school youth and conduct formative evaluation of the video snacks throughout the development phase. (Educational Development Objective 1)<LI>Conduct process evaluation and a controlled summative evaluation of the food safety video snacks. (Research Objective 1) <LI>Develop design recommendations for shifting social norms and using social networks in food safety education programs. (Research Objective 2) <LI>Utilize project team to promote availability and adoption of educational materials. (Dissemination Objective 1)<LI>Prepare tools for disseminating video snacks to additional peer networks, professionals, and other existing channels for dissemination. (Dissemination Objective 2)