Piquing their “Pinterest”: A qualitative study to format and deliver complex fish consumption guidelines to women who are or could become pregnant

Abstract

The topic of safe fish consumption among women is complex both in its audience (women who are or could become pregnant) and its message (it is important to eat fish for its many nutritional benefits but because mercury levels vary by species, it is important to make informed choices about which species to eat). These complexities have led to confusion and fish avoidance in this population. Ideal messages about fish consumption have been suggested in the literature, but a more nuanced approach to message delivery that addresses subtleties, such as style and format of information, is needed for women to optimally use the materials. To explore how to package and deliver messages that describe and promote safe fish consumption, we conducted focus groups among women in our target population. Findings were used to design a visually appealing brochure and interactive, mobile-responsive website with recipes and a format that echoes and links to Pinterest. By delivering complex messages using a mode (easily accessible), style (photo-centric) and format (interactive, with recipes similar to Pinterest) desired by women, we have created an opportunity for repeated exposure to appealing fish images and recipes. Ideally, such exposure also piques curiosity and encourages women to seek out more complex fish information and consume safe fish during pregnancy.

Keywords:

• fish
• diet
• pregnancy
• health promotion
• health communication
• qualitative research
• focus groups
• mercury
• health systems
• social media

PUBLIC INTEREST STATEMENT

Fish has many important nutrients, especially for developing babies. However, women who are or could become pregnant often (mistakenly) avoid fish altogether because of concerns about mercury. Research has been done on the types of fish consumption messages that work best, but these messages do not realize their potential if women do not read them. The goal of our study was to carry out focus groups to understand how women want to receive fish consumption messages, and then to develop materials in the mode, style, and format these women requested. Women in our focus groups said they wanted fish consumption information available at their fingertips, and that they wanted photos and recipes, among other things. Based on this information, we developed a brochure and mobile-responsive website with appealing pictures, recipes, and a Pinterest-like format to promote fish consumption among women who are or could become pregnant.

Acknowledgements

The authors would like to thank the U.S. Environmental Protection Agency’s Great Lakes Restoration Initiative and the Minnesota Department of Health for funding this project.

Cover Image

Source: www.ChooseYourFish.org, HealthPartners Institute

Additional information

Funding

This work was supported by the U.S. Environmental Protection Agency Great Lakes Restoration Initiative [GL00E01161].

Notes on contributors

Jennifer Renner

Jennifer Renner, MPH, is a Research Project Manager at HealthPartners Institute Survey Research Center in Bloomington, MN, with a background in public health nutrition and experience in program evaluation. In addition to leading the project management of the joint HealthPartners Institute/Minnesota Department of Health ChooseYourFish initiative, she manages a range of health-related research and evaluation projects, spanning care delivery to specific health conditions. This study, along with the others in her portfolio, gives her the opportunity to translate member and patient feedback into actionable data and desired deliverables that meet the needs of HealthPartners patients, members, and the general population.