The role of mainstream media, social media and marketing in fostering healthy and sustainable consumption patterns and how to encourage good practices

Grant Name
The role of mainstream media, social media and marketing in fostering healthy and sustainable consumption patterns and how to encourage good practices
Funder
Horizon Europe Framework Programme (HORIZON)
European Commission
Research Field
Societal Engagement
Healthy eating
Social sciences and humanities
EOSC and FAIR data
Marketing innovation
Social Innovation
Social media marketing 
Media and communication strategies, campaigns, out
Health inequalities
Marketing
Marketing strategy
Secure food chain and wealth products
Social Media
Digital marketing tools 
Communication networks, media, information society
Deadline
2024-02-28
Grant Size
€3000000
Eligibility

General conditions


1. Admissibility conditions: described in Annex A and Annex E of the Horizon Europe Work Programme General Annexes


Proposal page limits and layout: described in Part B of the Application Form available in the Submission System


2. Eligible countries: described in Annex B of the Work Programme General Annexes


A number of non-EU/non-Associated Countries that are not automatically eligible for funding have made specific provisions for making funding available for their participants in Horizon Europe projects. See the information in the Horizon Europe Programme Guide.


3. Other eligibility conditions: described in Annex B of the Work Programme General Annexes


The following additional eligibility criteria apply: The proposals must use the multi-actor approach. See definition of the multi-actor approach in the introduction to this Work Programme part.


4. Financial and operational capacity and exclusion: described in Annex C of the Work Programme General Annexes


5. Evaluation and award:


  • Award criteria, scoring and thresholds are described in Annex D of the Work Programme General Annexes



  • Submission and evaluation processes are described in Annex F of the Work Programme General Annexes and the Online Manual



  • Indicative timeline for evaluation and grant agreement: described in Annex F of the Work Programme General Annexes



6. Legal and financial set-up of the grants: described in Annex G of the Work Programme General Annexes


Eligible costs will take the form of a lump sum as defined in the Decision of 7 July 2021 authorising the use of lump sum contributions under the Horizon Europe Programme – the Framework Programme for Research and Innovation (2021-2027) – and in actions under the Research and Training Programme of the European Atomic Energy Community (2021-2025). [[This decision is available on the Funding and Tenders Portal, in the reference documents section for Horizon Europe, under ‘Simplified costs decisions’ or through this link: https://ec.europa.eu/info/funding-tenders/opportunities/docs/2021-2027/horizon/guidance/ls-decision_he_en.pdf]].


Specific conditions


7. Specific conditions: described in the specific topic of the Work Programme




Documents


Call documents:


Standard application form — call-specific application form is available in the Submission System


Standard application form (HE CSA)


Standard evaluation form — will be used with the necessary adaptations


Standard evaluation form (HE CSA)


MGA


Lump Sum MGA v1.0


Call-specific instructions


Detailed budget table (HE LS)


Guidance: "Lump sums - what do I need to know?"


Additional documents:


HE Main Work Programme 2023–2024 – 1. General Introduction


HE Main Work Programme 2023–2024 – 9. Food, Bioeconomy, Natural Resources, Agriculture and Environment


HE Main Work Programme 2023–2024 – 13. General Annexes


HE Programme Guide


HE Framework Programme and Rules for Participation Regulation 2021/695


HE Specific Programme Decision 2021/764


EU Financial Regulation


Rules for Legal Entity Validation, LEAR Appointment and Financial Capacity Assessment


EU Grants AGA — Annotated Model Grant Agreement


Funding & Tenders Portal Online Manual


Funding & Tenders Portal Terms and Conditions


Funding & Tenders Portal Privacy Statement

Grant Number
HORIZON-CL6-2024-GOVERNANCE-01-3
Description
ExpectedOutcome:

In line with the objectives of the European Green Deal, Europe’s beating cancer plan, the farm to fork strategy for a fair, healthy and environment‑friendly food system, the food 2030 priorities and the EU’s climate ambition for 2030 and 2050, the successful proposal will facilitate the transition towards healthy and sustainable dietary behaviour by supporting the establishment of innovative governance models notably to achieve better-informed decision-making processes, social engagement and innovation. The main objective of this topic is to better understand factors influencing dietary behaviour and to advance the understanding of the role of mainstream media, social media and digital marketing in fostering (un-)healthy and (un-)sustainable consumption patterns and to encourage good practices.

Projects results are expected to contribute to all of the following expected outcomes:

  • Improved knowledge and understanding of how mainstream media, social media and marketing is affecting the dietary behaviour of different target groups (in particular vulnerable groups) across Europe, including barriers and constraints, as well as how to detect incorrect or misleading information.
  • Better understanding of the different media and marketing (both linear and non-linear) approaches and channels used by different food system operators and actors.
  • Enabling consumers to make informed food choices.
  • Informed policies and business strategies aimed at fostering healthy and sustainable food environments, consumption patterns and at encouraging or incentivizing good practices.
  • Contribution to the farm to fork objectives and food 2030 priorities: nutrition for sustainable healthy diets, climate, biodiversity and environment, circularity and resource efficiency, innovation and empowering communities (e.g., meeting the needs, values and expectations of society in a responsible and ethical way).

Scope:

Food consumption cannot be considered the sole responsibility of citizens or a problem of demand only since it is a result of a choice that is influenced by culture, social and economic factors and where the food environment plays an important role. In todays’ interconnected world, the impacts of mainstream media, social media and digital marketing are amplified, with food influencers, NGOs and social platforms making citizens think differently about food. As studies show, since eating habits are also influenced by what consumers see, being virtually surrounded by healthy eaters may encourage consumers to eat healthier. However, the reverse is also true.

In addition, differences in media and marketing (both linear and non-linear) approaches of national/regional/local governments, civil society, and the private sector, can lead to differences in consumption patterns and food choices across different socio-economic and cultural groups. Moreover, television viewing and internet use has led to a more inactive, sedentary lifestyle, as well as more exposure to the marketing of products high in fat, sugar and/or salt among adults and children. Greater levels of TV viewing and internet use is associated with harmful effects on the eating habits of children. This includes higher consumption levels of products high in fat, sugar and/or salt. An improved understanding of these differences and drivers of food choices can support all food systems operators and actors to develop innovative and effective communication strategies (and related policy and regulatory frameworks) that would benefit all parts of the society and support a shift towards healthy and sustainable diets for all.

Proposed activities should cover all of the following aspects:

  • Identify the various techniques and vehicles for spreading information and influence behaviour using different mainstream and social media channels (such as apps, websites, virtual consumer clubs and platforms), in particular mapping of new communication tools, algorithms and machines learning principles where citizens make food choices or are consciously or unconsciously influenced to change the consumption behaviour.
  • Compare the different media and marketing (both linear and non-linear) approaches of national/regional/local governments, civil society, and the private sector, and assess how these different types of approaches and channels affect consumption patterns and food choices across different socio-economic and cultural groups, with a particular emphasis on vulnerable groups such as persons with low socio/economic status, infants and children or their parents responsible for their diets, respectively.
  • Explore the impact of negative news (e.g., information on food safety risks, information on impacts on biodiversity and ecosystems) as compared with messages promoting positive outcomes of food choices (e.g., information on nutritional and health benefits) by, for example, conducting surveys or employing sentiment analyses. Assess whether parental control can be considered an effective strategy given the real-world context and levels of independent exposure of children to linear and non-linear media. Also explore the effects of misinformation (intentional or not), and how this propagates through different media.
  • Identify innovative and effective tools to improve communication on sustainable healthy nutrition and diets, and more generally on sustainable food systems, thereby ensuring that all parts of the society are benefitting from access to information that foster uptake of healthy and sustainable diets and lead to the transformation of food systems, while respecting the EU and national legal framework and policies, national educational policies and advice on nutrition and food.
  • Compile strategies and best practices – in compliance with the Best Practice Portal Protocols – for all food systems operators and actors for communication and outreach efforts to foster healthy, sustainable, and alternative consumption patterns and to encourage good practices, while respecting the EU and national legal framework and policies, national educational policies and advice on nutrition and food.
  • Clearly explain how results will deliver co-benefits on Europe’s Beating Cancer Plan, the farm to fork strategy and on each of the food 2030 priorities: nutrition for sustainable healthy diets, climate and environment, circularity and resource efficiency, innovation and empowering communities (e.g., meeting the needs, values and expectations of society in a responsible and ethical way).

Proposals must implement the 'multi-actor approach' and ensure adequate involvement of public authorities and civil society organisations, consumers, the private sector and other relevant actors of the value chain.

Where relevant, activities should build and expand on the recent studies carried out in this area (such as the study on the exposure of children to online marketing of foods high in fat, salt or sugar),[1] on the results of past and ongoing EU joint actions (such as Best-ReMaP on diet and nutrition with a special focus on children) and EU research projects (such as the topics HORIZON-CL6-2021-FARM2FORK-01-15 and HORIZON-CL6-2023-COMMUNITIES), e.g. by participating in joint activities, workshops, as well as common communication and dissemination activities.

Proposals should bring together multiple types of scientific expertise in health and natural sciences, and social sciences and humanities (SSH). This topic should involve the effective contribution of SSH disciplines (e.g., economics, sociology, human geography, management science, political science, citizen engagement studies, cultural studies, gender studies, etc.).

Efforts should be made to ensure that the data and the output produced in the context of this topic is FAIR (Findable, Accessible, Interoperable and Re-usable).


[1] European Commission, Directorate-General for Health and Food Safety (2021) Study on the exposure of children to linear, non-linear and online marketing of foods high in fat, salt or sugar: Final report, Publications Office, https://data.europa.eu/doi/10.2875/928620.

Funding resources

Purdue Grant Writing Lab: Introduction to Grant Writing Open Link
University of Wisconsin Writing Center: Planning and Writing a Grant Proposal Open Link

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2024-02-28

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