A communication and messaging framework to increase public awareness of ultra-processed foods in Australia

Abstract

Abstract Background Evidence of the health, environmental, and broader societal impacts of ultra-processed foods (UPFs) is rapidly accumulating, yet public awareness remains limited. This study aimed to develop a communication and messaging framework to increase public awareness of UPFs in Australia. The objectives were to: (1) develop recommendations to guide public health organisations in UPF communication strategies; and (2) develop persuasive messages to increase public awareness of UPFs. Methods A theoretically informed, sequential mixed‑methods approach, informed by co-design principles, was used. It included: (1) Content extraction from dietary guidelines and messages development, informed by an Australian survey; (2) Literature review and messages refinement with consumers; (3) Interviews with Australian public health nutrition experts for feedback on the guide and messages; (4) Quantitative survey with UPF experts for content validity of messages; (5) Quantitative survey with Australian adults for face validity of messages; and (6) Consolidation of the communication and messaging framework. Results Twenty-seven excerpts were extracted from dietary guidelines of six countries and transformed into messages, with an additional 28 messages developed by the team. Messages were organised into the domains: UPF definition and identification; dietary; health; environmental; other impacts; and key dietary recommendations. Review findings informed messages refinement and the communication guide. A consumer panel reduced the set to 32 messages. Eleven Australian public health nutrition experts endorsed the framework and contributed refinements to improve clarity and relevance for Australia. Nineteen Australian and international UPF experts rated the 32 messages highly for importance (mean 6.4/7) and clarity (6.0/7), leading to the removal of one redundant message. The remaining messages were tested with 1,014 Australian adults, who reported high levels of understanding, likeability, and persuasiveness. The final set comprised 26 validated persuasive messages. The guide included: (1) communication goal; (2) audience segmentation; (3) message channels; (4) message design and tailoring; (5) delivery; and (6) outcome evaluation. Conclusions This study presents a novel, evidence-based framework to raise public awareness of UPFs in Australia, developed in consultation with the public, UPF experts and public health organisations using co-design principles. It provides practical guidance to support nutrition communication and strategies to reduce UPF consumption.