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COMMUNICATING FOOD FOR HEALTH                BENEFITS NEW FOOD TRENDS AND MEANINGS  PROFESSIONAL IDENTITIES AND FOOD CO...
FoodRisC• FP7 EU project (2.9 million euro)• Funded under Theme 2: Food, Agriculture    and Fisheries and Biotechnology• L...
What’s it all about..•   Investigating perceptions and communication    of food risks and benefits across Europe in    ord...
1990-”There is no risk to public  health from British beef!”
Public perception of risk“The risks that kill you are notnecessarily the risks that angerand frighten you.”               ...
Overall Objectives1. Describe key configurations of food risk and benefit relationships and the   implications for communi...
Overview of Project
Supported by a distinguishedadvisory panel..   •   European Food Safety Authority   •   Food and Drink Europe   •   EU Foo...
Social Media Biggest shift since the industrial revolution!!                    lds have w atched TV70% of 1 8-34 year oo ...
How can food risk and benefitcommunication take full advantage        of social media?
SurveySurvey: Key people at decision making positions from 6 European countries were interviewed
SWOT MATRIX
i.e.• To gain an in-depth understanding of how consumers    react to a reported food issue via monitoring their    feedbac...
Case Study • Coverage amount by time by channel • Media content analysis
Case study ---- SM coverageamount analysis
The Role of the Consumerin Communication  Good communication practice seeks to bridge the divides between  scientific expe...
WP3: How do    consumers respond?•   How do consumers behave when faced with conflicting advice    on what is healthy/safe...
WP4:Do consumers   seek information?   How do you deal with new   information on food?   Please, indicate to what Imagine ...
WP5: How do consumersdeliberate on information?  •   How do consumers make sense of information in      the context of two...
How we’re answeringthese questions…  1. A Pan-European Web-based Survey (n=7200)      a)Characterising consumer responses ...
1. Pan-European Web-Based Survey •   9 countries: Belgium, Germany, Ireland, Italy, Latvia, The     Netherlands, Portugal,...
2. Vizzata: An OnlineDeliberative Tool  •   This online tool facilitates participant deliberation on food      risk and be...
The FoodRisC toolkit                                                                                                      ...
The toolsMedia channel       Process design      Method selection VizzataselectionAssist best         Identify the        ...
Thank you for listening.          For more info...     aine.mcconnon@ucd.ie        www.foodrisc.orgLook for us on Twitter ...
Overview of the FoodRisC project. Aine McConnon. University College Dublin, Ireland
Overview of the FoodRisC project. Aine McConnon. University College Dublin, Ireland
Overview of the FoodRisC project. Aine McConnon. University College Dublin, Ireland
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Overview of the FoodRisC project. Aine McConnon. University College Dublin, Ireland

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Overview of the FoodRisC project. Aine McConnon. University College Dublin, Ireland

  1. 1. COMMUNICATING FOOD FOR HEALTH BENEFITS NEW FOOD TRENDS AND MEANINGS  PROFESSIONAL IDENTITIES AND FOOD COMMUNICATION  INNOVATIVE PRACTICES IN COMMUNICATION 8th – 9th November, 2012TARRAGONA Overview of the FoodRisC project Aine McConnon University College Dublin, Ireland
  2. 2. FoodRisC• FP7 EU project (2.9 million euro)• Funded under Theme 2: Food, Agriculture and Fisheries and Biotechnology• Led by University College Dublin• 13 partners (research institutes, consumer organisations, SMEs), 9 Member States• June 2010 – October 2013
  3. 3. What’s it all about..• Investigating perceptions and communication of food risks and benefits across Europe in order to develop effective communication strategies • Conflicting & confusing advice on food safety & nutrition • Experts/stakeholders – who can we trust? • Explosion of social media – online news, twitter, blogs, forums….. • Enabling effective communication on food issues
  4. 4. 1990-”There is no risk to public health from British beef!”
  5. 5. Public perception of risk“The risks that kill you are notnecessarily the risks that angerand frighten you.” Peter M. Sandman
  6. 6. Overall Objectives1. Describe key configurations of food risk and benefit relationships and the implications for communicators2. Explore the potential of new social media and provide guidance on how risk communicators can best use these media for food risk and benefit communication3. Characterise the ways in which consumers attain, interpret, respond to and utilise information to help target populations and tailor messages Develop a communication toolkit and ‘best practice’ recommendations to help EU wide organisations improve their communication, information, and education services to the public
  7. 7. Overview of Project
  8. 8. Supported by a distinguishedadvisory panel.. • European Food Safety Authority • Food and Drink Europe • EU Food Law Weekly publication • University of Surrey • University of Minnesota • Food Safety Authority of Ireland • European Association of Craft & Small and Medium sized Enterprises
  9. 9. Social Media Biggest shift since the industrial revolution!! lds have w atched TV70% of 1 8-34 year oo n the web Years to reach 50 million users: radio: 38 TV:13 Internet:4 ipod: 3 facebook: 100 million users in less than 9 MONTHS!! Jan 08: 25% of Americans said that they watched a short video on their phone
  10. 10. How can food risk and benefitcommunication take full advantage of social media?
  11. 11. SurveySurvey: Key people at decision making positions from 6 European countries were interviewed
  12. 12. SWOT MATRIX
  13. 13. i.e.• To gain an in-depth understanding of how consumers react to a reported food issue via monitoring their feedbacks• Dissemination of inaccurate information
  14. 14. Case Study • Coverage amount by time by channel • Media content analysis
  15. 15. Case study ---- SM coverageamount analysis
  16. 16. The Role of the Consumerin Communication Good communication practice seeks to bridge the divides between scientific experts, policy makers, practitioners and consumers Key Risk Communication Principles: •Engage and interact with the public •The public should be a key stakeholder in the communication process •Understand and acknowledge public risk perceptions •Listen and respond to public information needs and concerns We need to engage with and understand consumers, beginning with the 3 information-relevant dimensions of consumer behaviour: responding, seeking, and deliberating
  17. 17. WP3: How do consumers respond?• How do consumers behave when faced with conflicting advice on what is healthy/safe to eat? “Everything is bad for you, everything is going “All this article and to increase your risk of comments are doing is something or other....” making me want to take my friends out for bacon burgers and never ever worry about health ever again”
  18. 18. WP4:Do consumers seek information? How do you deal with new information on food? Please, indicate to what Imagine a news item on extent you agree with each of the following each of the following topics caught your statements. attention. How likely wouldImagine you saw a news you be to go and searchitem on each of the for additional information?following topics, how likelywould you be to give ityour full attention?
  19. 19. WP5: How do consumersdeliberate on information? • How do consumers make sense of information in the context of two-way information exchange? • Provide data on • consumer reasoning around risk and benefit • the extent to which consumers attend to and reflect upon the information with which they are provided
  20. 20. How we’re answeringthese questions… 1. A Pan-European Web-based Survey (n=7200) a)Characterising consumer responses to risk/benefit information b)Investigating the role of information seeking 2. Novel Research Tools - Vizzata c)Characterise the role of deliberative engagement
  21. 21. 1. Pan-European Web-Based Survey • 9 countries: Belgium, Germany, Ireland, Italy, Latvia, The Netherlands, Portugal, Spain, United Kingdom • N = 7, 200 consumers • Representative sample for gender, age and region • Pan-European online panel • 40minute questionnaire • Vignette methodology and validated psychometric tests
  22. 22. 2. Vizzata: An OnlineDeliberative Tool • This online tool facilitates participant deliberation on food risk and benefit information • Key elements: • Focus on two-way interaction • Focus on eliciting questions/comments • Tracking information seeking behaviours • Allows researchers to set up new multi-page surveys • Allows qual and quant style survey questions • Present content (text, images, videos) to participants
  23. 23. The FoodRisC toolkit Characterize tools, target Food risks/benefits Consumers’ Preferred risk/benefit Perceived barriers to effective Characterize risks/benefits and population groups, information conceptualization knowledge and use communication routes risk/benefit communication crises currently and potentially sources and media channels(population groups & of risk/benefit and tools (population (population groups & involved in benefit/risk currently and potentially stakeholders) communications groups & stakeholders) stakeholders) communication involved in benefit/risk communication Synthesis of the research data FoodRisC Media FoodRisC Engagement FoodRisC Process FoodRisC Method Channels Choice tool Tool Design Tool Selection Tool FoodRisC Tool-kit Developing common approaches and tools for communication
  24. 24. The toolsMedia channel Process design Method selection VizzataselectionAssist best Identify the Identify the most to enable meaningfulpractice in elements of the effective methods deliberation withchoosing the most context that need for eliciting consumers andappropriate to be taken into consumer stakeholders andcommunication account in perspectives on obtain speedychannel(s) , when developing & food specific consumer reactionscommunicating on implementing a issue(s) across to shape riskfood risks and/or communication Europe. communicationfood benefits. strategy. messages
  25. 25. Thank you for listening. For more info... aine.mcconnon@ucd.ie www.foodrisc.orgLook for us on Twitter / Facebook

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