Background: The beginning of the COVID-19 pandemic presented many sudden challenges regarding food, including grocery shopping changes (eg, reduced store hours, capacity restrictions, and empty store shelves due to food hoarding), restaurant closures, the need to cook more at home, and closures of food access programs. Eat Well Saskatchewan (EWS) implemented a 16-week social media campaign, #eatwellcovid19, led by a dietitian and nutrition student that focused on sharing stories submitted by the Saskatchewan public about how they were eating healthy during the COVID-19 pandemic. Objective: The goal of this study was to describe the implementation of the #eatwellcovid19 social media campaign and the results from the evaluation of the campaign, which included campaign performance using social media metrics and experiences and perspectives of campaign followers. Methods: Residents of Saskatchewan, Canada, were invited to submit personal stories and experiences to EWS about how they were eating healthy during the COVID-19 pandemic from April to August 2020. Each week, one to three stories were featured on EWS social media platforms—Facebook, Instagram, and Twitter—along with evidence-based nutrition information to help residents become more resilient to challenges related to food and nutrition experienced during the COVID-19 pandemic. Individuals who submitted stories were entered into a weekly draw for a Can $100 grocery gift card. Social media metrics and semistructured qualitative interviews of campaign followers were used to evaluate the #eatwellcovid19 campaign. Results: In total, 75 stories were submitted by 74 individuals on a variety of topics (eg, grocery shopping, traditional skills, and gardening), and 42 stories were featured on social media. EWS shared 194 #eatwellcovid19 posts across social media platforms (Facebook: n=100; Instagram: n=55; and Twitter: n=39). On Facebook, #eatawellcovid19 reached 100,571 followers and left 128,818 impressions, resulting in 9575 engagements. On Instagram, the campaign reached 11,310 followers, made 14,145 impressions, and received 823 likes and 15 comments. On Twitter, #eatwellcovid19 made 15,199 impressions and received 424 engagements. Featured story submission posts had the best engagement on Facebook and the most likes and comments on Instagram. The EWS social media pages reported increases in their following during the campaign (Instagram: +30%; Facebook: +14%; and Twitter: +12%). Results from the interviews revealed that there were two types of campaign followers: those who appreciated hearing the stories submitted by followers, as it helped them to feel connected to the community during social isolation, and those who appreciated the evidence-based information. Conclusions: Numerous stories were submitted to the #eatwellcovid19 social media campaign on various topics. On Instagram and Facebook, posts that featured these stories had the highest engagement. During this campaign, EWS’s social media following increased by more than 10% on each platform. The approach used for the #eatwellcovid19 campaign could be considered by others looking to develop health promotion campaigns.

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中文翻译：

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对萨斯喀彻温省在 COVID-19 大流行期间促进健康饮食的社交媒体活动的评估：社交媒体分析和定性访谈研究


背景：COVID-19 大流行的开始给食品带来了许多突然的挑战，包括杂货购物的变化（例如，商店营业时间缩短、容量限制以及由于食品囤积而导致商店货架空空）、餐馆关闭、需要在家里做饭更多家庭，并关闭食品获取计划。萨斯喀彻温省吃得好 (EWS) 实施了一项为期 16 周的社交媒体活动 #eatwellcovid19，该活动由一名营养师和营养学学生领导，重点分享萨斯喀彻温省公众提交的关于他们在 COVID-19 大流行期间如何健康饮食的故事。目的：本研究的目的是描述 #eatwellcovid19 社交媒体活动的实施情况以及活动评估的结果，其中包括使用社交媒体指标的活动绩效以及活动关注者的经验和观点。方法：加拿大萨斯喀彻温省的居民受邀向 EWS 提交个人故事和经历，了解他们在 2020 年 4 月至 8 月期间的 COVID-19 大流行期间如何保持健康饮食。每周，EWS 社交媒体平台上都会发布一到三个故事—Facebook、Instagram 和 Twitter — 以及基于证据的营养信息，帮助居民增强应对新冠肺炎 (COVID-19) 大流行期间食品和营养相关挑战的能力。提交故事的个人可以参加每周抽奖活动，获得价值 100 加元的杂货礼品卡。使用社交媒体指标和对活动关注者的半结构化定性访谈来评估 #eatwellcovid19 活动。结果：总共有 74 个人提交了 75 个故事，涉及各种主题（例如杂货购物、传统技能和园艺），其中 42 个故事在社交媒体上得到推荐。 EWS 在社交媒体平台上分享了 194 条 #eatwellcovid19 帖子（Facebook：n=100；Instagram：n=55；Twitter：n=39）。在 Facebook 上，#eatawellcovid19 拥有 100,571 名关注者，留下了 128,818 次印象，产生了 9575 次互动。在 Instagram 上，该活动吸引了 11,310 名关注者，产生了 14,145 次展示，并收到了 823 个点赞和 15 条评论。在 Twitter 上，#eatwellcovid19 获得了 15,199 次展示并获得了 424 次参与。特色故事提交帖子在 Facebook 上的参与度最高，在 Instagram 上的点赞和评论最多。 EWS 社交媒体页面报告称，活动期间粉丝数量有所增加（Instagram：+30%；Facebook：+14%；Twitter：+12%）。采访结果显示，有两种类型的竞选追随者：一类喜欢听到追随者提交的故事，因为这有助于他们在社会隔离期间感受到与社区的联系，另一类喜欢基于证据的信息。结论：大量故事提交至 #eatwellcovid19 社交媒体活动，涉及各种主题。在 Instagram 和 Facebook 上，以这些故事为主题的帖子的参与度最高。在此活动期间，EWS 在各平台的社交媒体关注度增加了 10% 以上。其他希望开展健康促进活动的人可以考虑 #eatwellcovid19 活动所使用的方法。


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