Promoting Health to young adults: Exploring Perceptions, Attitudes, and Efficacy of Health Messaging Among Undergraduate Students

Young adulthood is a vulnerable age group where the development of habitual behaviour can influence future health. Persons aged between 18-24 years undergo multiple life changes in this period of time, characterised by increased independence and commencing further studies or employment. University students are particularly vulnerable to these life transitions, with the emergence of new academic, financial and social pressures. Overall, healthy behaviours tend to decline with the transition from adolescence to young adulthood, with an increase in risky health behaviours and experimentation. Psychological distress including anxiety and depression is highly prevalent amongst 16-24 year olds, with 26% of young people reporting high or very high psychological distress. The emergence of unhealthy behaviours during this time can influence health trajectories over the lifespan. Evidence suggests that strong, positive, emotive messages that are youth focused are particularly effective in social marketing to youth, and that formative research and evaluation are crucial to success, and the success of student wellbeing initiatives are a central responsibility of the university. Though research demonstrates that in an increasingly diverse media landscape, capturing the attention of this age group is a challenge to successful health promotion activity. The aim of this project to evaluate how undergraduate students access, engage, and respond to Health Promotion Material, and will use mixed method methodology to understand their perceptions on the efficacy of health promotion messaging. The findings of this research will help to evaluate the current university health promotion materials and implementation strategies, and inform their future development, to ensure the effective use of resources. This project is suitable for honours students