Strengthening the engagement of mass media stakeholders in community-based health promotion interventions - the Danish Project SoL

Abstract Background : The potential positive effects of mass media stakeholders in health promotion have long been recognized. Health promotion interventions may benefit from exposure in mass media by attracting public attention and political support. More formal and partnership-based engagement of mass media may have even larger impact potentials. Nevertheless, few projects have included mass media as formal partners in health promotion interventions. The aim of the present study is to identify potentials and barriers for the engagement of mass media stakeholders in health promotion Methods: Project SoL, a community-based health promotion intervention carried out in two municipalities in Denmark, applied the supersetting approach to establish a formal partnership with local mass media, supermarkets, childcare centres, and primary schools in efforts to promote healthier eating and physical activity among families with young children. Six semi-structured in-depth interviews with mass media stakeholders involved in Project SoL were carried out to identify barriers and drivers for engagement of local mass media in health promotion. Results: Thematic data analysis revealed that engagement of mass media stakeholders was promoted by potentials for 1) exercising corporate social responsibility, 2) adopting a broad and positive understanding of the concept of health and 3) attracting the attention of a large audience. In contrast, barriers for their engagement included 1) inflexible organizational structures of mass media, 2) lack of financial and human resources and 3) a demand to maintain a disseminating and neutral role in the mediascape. Conclusions: The findings suggest that engagement of mass media stakeholders as formal partners may strengthen health promotion interventions and aid the development of new health promotion strategies in local community settings