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Litmus What We Do Who We Are What We've Done What We've Said Who We Work With Who We Support
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Social Marketing

Healthy Eating – Healthy Action: ‘Feeding our Futures’

Client:
The Health Sponsorship Council (HSC)

Project Background:
‘Feeding our Futures’ is a part of Healthy Eating - Healthy Action (HEHA), the Ministry of Health’s strategic approach to improving nutrition, increasing physical activity and achieving healthy weight for all New Zealanders. HSC engaged Litmus to provide research to help shape and inform its social marketing programme as party of the HEHA Strategy.

Our Involvement:
Litmus conducted:

  • stakeholder engagement research with New Zealand's public health nutrition community and members from the food industry to ascertain their views on the proposed direction and content of the HSC's healthy eating social marketing programme
  • focus groups with Maori, Samoan, Tongan, Cook Islands, Niuean and Pakeha parents and caregivers to determine which of three branding concepts and which of three television commercial concepts best met the overarching objectives of the social marketing programme
  • follow-up focus groups with parents and caregivers to test television commercials and to understand the motivations, barriers, strategies and tips for healthy eating.

Key Outcomes:
Clear and insightful research enabled the identification and refinement of effective branding and communications for the healthy eating social marketing programme. For further information, visit www.feedingourfutures.org.nz.

Txt2Quit

Client:
The Quit Group

Project Background:
Txt2Quit is a 26-week, fully automated quit smoking programme that is accessed via text messaging and is aimed at 16-24 year olds. Before the launch, the Quit Group wanted to determine the cultural appropriateness and relevance of text messages and pathways through which Maori and Pacific youth prefer to access texts.

Our Involvement:
Litmus conducted:

  • four focus groups with Māori youth who had both low and high levels of te reo Māori frequency
  • four focus groups with Samoan, Tongan, Cook Islands and Kiribati youth who had both low and high levels of fluency in their Pacific nation languages.

Key Outcomes:
Insightful research enabled the Quit Group to launch the successful Txt2Quit programme grounded in Maori and Pacific youth’s quitting needs and behaviour. Early indications suggest the programme has been effective.

Quitting Smoking - Motivations and Barriers

Client:
The Quit Group

Project Background:
To enable the Quit Group to better meet its objective of helping New Zealanders give up smoking, the Quit Group sought in-depth research into the complex issues underlying decisions around quitting smoking. These insights and information about quitting would be used in future media and communications campaigns, and wider strategy and initiative development.

Our Involvement:
Litmus undertook research into quitting motivations and barriers for smokers in the ‘preparation’ and ‘contemplation’ quitting cycle stages. We:

  • conducted focus groups and in-depth interviews with Māori, Pacific and Pakeha smokers across New Zealand
  • analysed participants’ smoking diaries to determine smoking frequency and triggers.

Key Outcomes:
The Quit Group received new insights about the unique relationship individuals have with smoking (including how these develop over time), as well as 'tipping point' factors relating to quitting.