Development Process of Campaign Media for the Consumption of Thai Healthy Food Wisdom in Elderly

Abstract

The objectives of this research were (1)to study the communication process for campaigning for the consumption of Thai food wisdom menus for the health care of the elderly, (2) to produce media to campaign for the consumption of Thai food wisdom menus for the health care of the elderly and (3) to test the effectiveness of using media to campaign for the consumption of Thai food wisdom menus for the health care of the elderly. Mixed-methods research is applied to approach whereby researcher collects and analyze both quantitative and qualitative data within the same study. The sample group was elderly people in Laem Phapha Sub-District for viewing media and examination the media performance on the cognition of Thai wisdom menus. The finding showed that there are 7 menus are good for elderly health. The namely of 7 menus: Lam Pan Chili Paste, Chakram Leaf Sour Soup, Fried Shrimp Paste with Eggs, Chan Ya Ruea Chilli Paste, Spicy with Local Spinach Soup, Local Passionflower Shoots Clear Soup, and River Fish with Garlic and Pepper Soup. Media campaign's title is "Krua Whai S-A-P Laem Fhapha" Content that appears in the media includes menu recommendations, ingredient recommendations. Nutrients and benefits of each menu central region folk songs about food menus and cooking demonstrations. The media used in the campaign is video media. that may be presented through online media, DVD players, Including brochure. Assessment result, it was found that after watching the media campaign for the consumption of Thai food wisdom menus, the sampling group were satisfied with all aspects of the video clips in a high level of quality, knowledge and understanding of menu characteristics, ingredients, cooking demonstrate, nutrition and benefits of the 7 menus. All programs will be used elderly health.