Communicating Nutrition in Norway

Theoretical Background and research questions/hypothesis:  Despite several positive trends in food consumption in Norway, large parts of the Norwegian population still have a low intake of vegetables, fruits and whole grains and a high intake of saturated fat, sugar and salt. Unhealthy diets are one of the main risk factors that contribute to non-communicable diseases (NCDs) such as cardiovascular disease, cancer, obesity and type 2-diabetes. The Norwegian dietary guidelines, were launched in 2011, and promote a varied diet with vegetables and fruits, whole grain and fish, and limited amounts of processed meat, red meat, salt and sugar.  According to annual population surveys on dietary habits, Norwegians had high confidence in- and knowledge of the national dietary recommendations when they were launched. Around the same time, massive promotions on the low carb diet hit the media. This contributed to uncertainty among the consumers in both content- and validity of the recommendations. Confidence in the recommendations fell from 70 % when launched to about 50 % in 2012. To regain the populations confidence a long time communication effort on nutrition and diet was launched; the campaign Small change, big difference. The campaign promotes the idea that small adjustments in everyday life can make a big difference to health in the long term. The campaign aim to increase knowledge of- and confidence in the dietary recommendations, while at the same time showing how they can easily be translated into everyday habits. The communication aims at being inspiring, informative and feasible for everyone - not moralizing. Through PR, digital channels (YouTube, online news etc), print, television and social media, the campaign seek continuous presence in the Norwegian media landscape. The use of social media has been a key in enhancing dialogue with the consumer. Pro-active PR and content development for different channels, has enabled us to increasingly influence the Norwegian media landscape when it comes to nutrition. The target group is families with children.

Methods:  The campaign pre- and post-tests its messages and activities, through focus groups and surveys. A large population survey on consumer knowledge, confidence and attitudes in the dietary recommendations is conducted annually. 

Results:  Surveys show an increase in confidence from 50 % in 2012 to 66 % in January 2016, and a decrease in uncertainty from 31% to 15%. Consumer’s knowledge has increased from 41% in 2013 to 47 % in 2016. The increase was highest for those  under 30 years of age - from 27 percent to 49.

Conclusions: The campaign has increased awareness and confidence in the national dietary recommendations.  Social media (FB, instagram and YouTube) has in particular enabled the Norwegian health authorities to interact with far more people than otherwise possible.  Building the brand "Small change, big difference" over time by using different arenas of communication that support each other while at the same time developing different content for different channels, has strengthened the communication. 

Implications for research and/or practice:  Brand building, use of social media and PR combined with a long term communication commitment and funding have been key success factors in communication on diet and nutrition in Norway.