Accepted for/Published in: JMIR Formative Research
Date Submitted: Jan 28, 2025
Date Accepted: Jan 21, 2026
Rangatahi youth-led dissemination campaign for co-created Eating and Wellbeing Guidelines: A process and pilot implementation evaluation
ABSTRACT
Background:
Youth rarely partner in the development and dissemination of health information created for their demographic. The Manaora Rangatahi (youth) Guidelines are a set of ten eating and ten wellbeing messages that were co-created by rangatahi Māori (Māori youth) in Hawke’s Bay, New Zealand.
Objective:
To present the process evaluation of the co-design and implementation of a dissemination campaign of the Manaora Rangatahi Guidelines through digital media.
Methods:
Seventeen rangatahi involved in the co-creation of the Guidelines then co-developed a dissemination plan, filmed messages for a digital media campaign and participated in a post-campaign review survey.
Results:
The dissemination plan included, the development of a website page specific to the health and wellbeing messages, creation of a campaign name and logo, development of apparel with messaging and QR codes, and the design of a digital media campaign featuring the rangatahi involved in the development of the Guidelines. Video clips of each of the Guideline messages (one eating, one wellbeing) featuring the rangatahi were professionally developed and released fortnightly over 20 weeks. Tik-Tok and Instagram analytics showed an audience reach of >1.4 million accounts, and >19,000 engagement actions. While three Māori influencers supported the development of the campaign, apart from pilot testing this approach with one of the influencers towards the end of the campaign, they were not contracted to amplify the messages. Other paid promotion included utilising TikTok advertising to increase user engagement with the videos from week 5 of the campaign. The estimated cost of the overall campaign was $NZD125,000. The post-campaign rangatahi feedback highlighted a need for increased community and school involvement, and a larger online presence.
Conclusions:
Rangatahi have expert knowledge in how to disseminate messages to their peers. They successfully co-constructed the design and implementation of a low-cost digital media campaign using peer-to-peer messaging and videos which achieved substantial reach. Health and wellbeing messages aimed at youth should partner with the target audience to achieve greater uptake of messages than is currently obtained. Consideration should be given to this approach for any guidelines aimed at youth. Paid promotions through influencers would also substantially increase the dissemination. Clinical Trial: N/A
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