Objetivo Western societies devote substantial resources to media health campaigns, especially targeting young people. Unfortunately, health campaigns often have disappointing impact. There is a compelling need for insight into campaign implementation in social life. Especially among youth, the social environment plays a crucial role in message processing. Therefore, health campaigns can only be improved with a multidisciplinary approach that can predict youth’s behaviour within their social environment.The proposed programme aims to develop a method for effective campaign implementation via youth’s social networks. This method will (1) identify and target the most powerful influence agents in youth’s social networks, (2) tailor campaign messages to the most effective influence mechanisms, and (3) evaluate the effectiveness of social network implemented campaigns. The method will be based on the multidisciplinary Media X Social Influence (MXSI) model, integrating theories from communication, marketing, psychology, and sociology.Five research projects focus on youth’s weight-related behaviours. Drawing on a large-scale cross-sequential cohort study (N = 3,000, 9-15 y/o), the research (Phase I) tests and refines the MXSI model, identifying social influence agents and mechanisms, and (Phase II) tests the effectiveness of a social network-implemented health campaign in a group-randomised control trial, targeting the most powerful influence agents and mechanisms. The research projects use the Wearable Lab, a highly innovative smartphone-based research methodology.The project is theoretically and methodologically pioneering and will produce a unique and useful method for improving health campaigns. Feasibility and success are guaranteed by the applicant’s extensive experience and network. The applicant is one of the leading experts in the world on the role of marketing communication in youth socialisation and in translating these insights for health and prosocial purposes. Ámbito científico social sciencessociologysocial sciencespsychology Programa(s) FP7-IDEAS-ERC - Specific programme: "Ideas" implementing the Seventh Framework Programme of the European Community for research, technological development and demonstration activities (2007 to 2013) Tema(s) ERC-CG-2013-SH2 - ERC Consolidator Grant - Institutions, Values, Beliefs and behaviour Convocatoria de propuestas ERC-2013-CoG Consulte otros proyectos de esta convocatoria Régimen de financiación ERC-CG - ERC Consolidator Grants Institución de acogida STICHTING RADBOUD UNIVERSITEIT Aportación de la UE € 1 999 594,00 Dirección HOUTLAAN 4 6525 XZ Nijmegen Países Bajos Ver en el mapa Región Oost-Nederland Gelderland Arnhem/Nijmegen Tipo de actividad Higher or Secondary Education Establishments Investigador principal Moniek Adrienne Buijzen (Prof.) Contacto administrativo Moniek Buijzen (Prof.) Enlaces Contactar con la organización Opens in new window Sitio web Opens in new window Coste total Sin datos Beneficiarios (1) Ordenar alfabéticamente Ordenar por aportación de la UE Ampliar todo Contraer todo STICHTING RADBOUD UNIVERSITEIT Países Bajos Aportación de la UE € 1 999 594,00 Dirección HOUTLAAN 4 6525 XZ Nijmegen Ver en el mapa Región Oost-Nederland Gelderland Arnhem/Nijmegen Tipo de actividad Higher or Secondary Education Establishments Investigador principal Moniek Adrienne Buijzen (Prof.) Contacto administrativo Moniek Buijzen (Prof.) Enlaces Contactar con la organización Opens in new window Sitio web Opens in new window Coste total Sin datos