Effectiveness and Implementation of a Text Messaging mHealth Intervention to Prevent Childhood Obesity in Mexico in the COVID-19 Context: Mixed Methods Study.

BACKGROUND: Promoting physical activity (PA) and healthy feeding (HF) is crucial to address the alarming increase in obesity rates in developing countries. Leveraging mobile phones for behavior change communication to encourage infant PA and promote HF is particularly significant within the Mexican context. OBJECTIVE: This study aims to explore the effectiveness and feasibility of mHealth interventions aimed at promoting PA and HF among primary caregivers (PCs) of Mexican children under the age of 5 years. Additionally, the study aims to disseminate insights gained from intervention implementation amidst the COVID-19 pandemic and assess the potential of behavior change mHealth interventions on a broader population scale. METHODS: NUTRES, an mHealth intervention, underwent an effectiveness-implementation hybrid trial. Over 36 weeks, participants in the intervention group (IG), totaling 230 individuals, received approximately 108 SMS text messages tailored to their children's age. These messages covered topics such as PA and HF and emphasized the significance of proper child nutrition amidst the COVID-19 pandemic. NUTRES participants were recruited from both urban and rural health units across 2 states in Mexico. Given the COVID-19 context, both baseline and follow-up surveys were conducted via mobile or fixed telephone. The evaluation of effectiveness and implementation used a mixed methods approach. Qualitative analysis delved into participants' experiences with NUTRES and various implementation indicators, including acceptance, relevance, and coverage. Grounded theory was used for coding and analysis. Furthermore, difference-in-differences regression models were used to discern disparities between groups (comparison group [CG] versus IG) concerning knowledge and practices pertaining to infant PA and HF. RESULTS: Of the total 494 PCs enrolled in NUTRES, 334 persisted until the end of the study, accounting for 67.6% (334/494) participation across both groups. A majority of PCs (43/141, 30.5%, always; and 97/141, 68.8%, sometimes) used the SMS text message information. Satisfaction and acceptability toward NUTRES were notably high, reaching 98% (96/98), with respondents expressing that NUTRES was "good," "useful," and "helpful" for enhancing child nutrition. Significant differences after the intervention were observed in PA knowledge, with social interaction favored (CG: 8/135, 5.9% vs IG: 20/137, 14.6%; P=.048), as well as in HF practice knowledge. Notably, sweetened beverage consumption, associated with the development of chronic diseases, showed divergence (CG: 92/157, 58.6% vs IG: 110/145, 75.9%; P=.003). In the difference-in-differences model, a notable increase of 0.03 in knowledge regarding the benefits of PA was observed (CG: mean 0.13, SD 0.10 vs IG: mean 0.16, SD 0.11; P=.02). PCs expressed feeling accompanied and supported, particularly amidst the disruption of routine health care services during the COVID-19 pandemic. CONCLUSIONS: While NUTRES exhibited a restricted impact on targeted knowledge and behaviors, the SMS text messages functioned effectively as both a reminder and a source of new knowledge for PCs of Mexican children under 5 years of age. The key lessons learned were as follows: mHealth intervention strategies can effectively maintain communication with individuals during emergencies, such as the COVID-19 pandemic; methodological and implementation barriers can constrain the effectiveness of mHealth interventions; and using mixed methods approaches ensures the complementary nature of results. The findings contribute valuable evidence regarding the opportunities and constraints associated with using mobile phones to enhance knowledge and practices concerning PA and HF among PCs of children under 5 years old. TRIAL REGISTRATION: ClinicalTrials.gov NCT04250896; https://clinicaltrials.gov/ct2/show/NCT04250896.

The challenges of tobacco fiscal policy implementation in Mexico from the perspective of key actors.

INTRODUCTION: Raising tobacco taxes is considered the most effective strategy to avoid smoking initiation and discourage its use, especially among vulnerable groups. However, few low- and middle-income countries have adopted high tobacco taxes. Raising taxes is, therefore, an opportunity to strengthen and accelerate tobacco control. The objective of this study is to analyze the barriers and facilitators to the tobacco tax increase in Mexico. METHODS: Based on the Governance Analytical Framework (GAF), data were generated through 17 in-depth interviews with key intersectoral actors for fiscal policy. The interviews were transcribed and coded according to Hufty's theory of governance. RESULTS: Robust scientific evidence, intersectoral coordination, and the presence of "champions" boosted progress in tobacco control (facilitators). Main barriers were the incomplete implementation of the WHO-FCTC and MPOWER package and lack of commitment ("political will") by government decision-makers and legislators, misinformation about the effects of tobacco taxes, and strong tobacco industry interference. CONCLUSIONS: Robust evidence is necessary but not sufficient to advance the implementation of the MPOWER (WHO-FCTC) actions. To achieve tobacco tax increases and public policies that protect people from unhealthy products in general, the implementation of policies or legal frameworks against industry interference in the development of public policies is imperative. IMPLICATIONS: By analyzing the barriers and facilitators to increasing the tobacco tax in Mexico, this study identifies two key messages:1) The need to sensitize legislators and the general population to the problem of smoking not only through epidemiological data but also through testimonies that highlight the life experiences and adversities faced by people who smoke.2) The need for a regulatory framework to prevent industry interference in public affairs and conflicts of interest. The same framework could be very useful for public health policies to control the consumption of ultra-processed food products or alcohol.

Challenges around Child-Feeding Practices with 'Comida Chatarra': A Qualitative Study to Understand the Role of Sociocultural Factors in Caregiver Feeding Decisions.

A massive incorporation of ultra-processed products into young children's diets worldwide and in Mexico has been documented. The aim of this study is to understand the role of sociocultural factors in principal caregivers' decisions to give a type of ultra-processed food to children under age five, called 'comida chatarra' ('junk food' in English), usually includes sugar-sweetened beverages, sweet and salty snacks, and sweet breakfast cereals. We conducted a descriptive, observational qualitative study. The research was conducted in urban and rural communities in two Mexican states. Twenty-four principal caregivers were equally distributed between the two states and types of communities. They were interviewed in person. Phenomenology underpinned this study. Results highlight the preponderant role of culture in food choices and feeding practices with junk food. Local culture influences child-feeding with ultra-processed products through social norms, knowledge, or socially constructed attitudes. These social norms, built in the context of abundant ultra-processed products and omnipresent marketing, 'justify' children's consumption of junk food. They acquire these products from the principal caregivers, family members, and neighbors, among others, who reward and pamper them. These actors also define what amount (small amounts) and when (after meals as snacks) children are given these products. Cultural factors must be considered in the development of effective public policies and programs that aim to change the culture around ultra-processed products among children and avoid their consumption.

Soda Consumption Among Mexican Construction Workers in the Context of the Sugar-Sweetened Beverage Tax.

This study explored the psychosocial determinants of consumption of soda and other taxed sugar-sweetened beverages (SSBs) in Mexican construction workers (CWs) and whether consumption changed as a result of the 2014 SSB tax. We conducted a qualitative case study involving in-depth interviews and focus groups (FGs) with 30 Mexican CWs; supplemented with descriptions of the food and beverages consumed during lunch breaks. We used NVivo 10 to classify information according to the analysis categories, primarily informed by the Reasoned Action Approach (RAA). CWs reported not having changed their consumption of soda and other taxed SSBs as a result of the SSB tax, despite the price increase and "knowing" the potential negative consequences of soda drinking. The most important determinants of soda consumption are a deep-seated social norm of soda drinking and use of soda drinking as part of their professional identity; their likeness for soda; a wide availability of soda in their environments; and a low perceived behavioral control (because they thought themselves as addicted to it). Participants indicated that the best way for them not to consume soda would be if it were not available. These findings lend support for the tight regulation of the availability of SSBs. To have a meaningful impact on these consumers, the SSB tax may need to be much higher. Policy-level interventions should be coupled with interventions at the individual and community levels that aim at denormalizing soda consumption, create new meanings in relation to water consumption, and develop behavioral control to decrease soda consumption.

Vulnerability and risk: reflections on the COVID-19 pandemic. / La vulnerabilidad y el riesgo: reflexiones a propósito de la pandemia del covid-19.

At the end of December 2019, SARS-COV-2 virus was identified as responsible for the COVID-19 pandemic. The rapid spread of transmission exposed structural failures of modern societies and of the health systems in preventing and containing a health threat. Scientific discussion has focused on the search for a vaccine, but less on understanding the social response to the current global threat and fear of outbreaks. In this essay, we reflect, based on the social sciences, on the importance of linking three concepts: vulnerability-perception-risk. This is necessary to develop preventive strategies appropriate to population circumstances, especially with the most vulnerable population, in favor of health equity.

A finales de diciembre 2019 se identificó el virus SARS-COV-2 como responsable de la pandemia de Covid-19. La rápida expansión de la transmisión puso al descubierto fallas estructurales de las sociedades modernas y de los sistemas de salud para prevenir y contener una amenaza sanitaria. La discusión científica se ha concentrado en la búsqueda de una vacuna, pero menos en comprender la respuesta social ante la amenaza globalizada actual y el temor a los rebrotes. En este ensayo reflexionamos, desde las ciencias sociales, sobre la importancia de vincular tres conceptos: vulnerabilidad-percepción-riesgo. Esto es necesario para desarrollar estrategias preventivas adecuadas a las circunstancias poblacionales, especialmente con la población más vulnerable, a favor de la equidad en salud.

No final de dezembro de 2019, o vírus SARS-COV-2 foi identificado como responsável pela pandemia de Covid-19. A rápida propagação da transmissão expôs falhas estruturais das sociedades modernas e dos sistemas de saúde na prevenção e contenção de uma ameaça sanitária. A discussão científica tem se concentrado na busca por uma vacina, mas menos na compreensão da resposta social à atual ameaça global e ao medo de novos surtos. Neste ensaio refletimos, a partir das ciências sociais, sobre a importância de associar três conceitos: vulnerabilidade-percepção-risco. Isso é necessário para desenvolver estratégias preventivas adequadas às circunstâncias da população, principalmente junto à população mais vulnerável, em prol da equidade na saúde.

Use of advertising strategies to target children in sugar-sweetened beverages packaging in Mexico and the nutritional quality of those beverages.

BACKGROUND: A product package can be a powerful marketing tool to persuade and attract consumers at the point-of-sale. Evidence shows that most advertised products have low nutritional quality. Currently, Mexico has incorporated advertising regulations on food and beverage packaging. OBJECTIVES: To analyze the advertising strategies used to target children on packaging and to assess the nutritional quality of sugar-sweetened beverages available in the Mexican market. METHODS: Photographs of 2380 beverages available in retail stores in Mexico City from January to March 2017 were analyzed. Beverages were classified as displaying child-directed strategies or nondirected strategies. Nutrition quality was evaluated using the Pan American Health Organization nutrient profile model. RESULTS: The use of characters was the most frequent strategy among beverages with child-directed strategies (82.0%). The evaluation of nutrition quality found that 88.0% (P < .001) of sugar-sweetened beverages with child-directed strategies were excessive in free sugars and 56.9% (P < .001) contained other sweeteners. Beverages with more than two advertising strategies have the highest proportion of excessive free sugars (93.4%, 95% CI 82.8-98.6). CONCLUSIONS: The use of characters and other visual strategies were frequently used in the packaging of sugar-sweetened beverages with child-directed strategies. In addition, these beverages are excessive in free sugars and contain a large number of products with other sweeteners.

La vulnerabilidad y el riesgo: reflexiones a propósito de la pandemia del covid-19 / Vulnerabilidade e risco: reflexões sobre a pandemia de Covid-19 / Vulnerability and risk: reflections on the COVID-19 pandemic

RESUMEN A finales de diciembre 2019 se identificó el virus SARS-COV-2 como responsable de la pandemia de Covid-19. La rápida expansión de la transmisión puso al descubierto fallas estructurales de las sociedades modernas y de los sistemas de salud para prevenir y contener una amenaza sanitaria. La discusión científica se ha concentrado en la búsqueda de una vacuna, pero menos en comprender la respuesta social ante la amenaza globalizada actual y el temor a los rebrotes. En este ensayo reflexionamos, desde las ciencias sociales, sobre la importancia de vincular tres conceptos: vulnerabilidad-percepción-riesgo. Esto es necesario para desarrollar estrategias preventivas adecuadas a las circunstancias poblacionales, especialmente con la población más vulnerable, a favor de la equidad en salud.

RESUMO No final de dezembro de 2019, o vírus SARS-COV-2 foi identificado como responsável pela pandemia de Covid-19. A rápida propagação da transmissão expôs falhas estruturais das sociedades modernas e dos sistemas de saúde na prevenção e contenção de uma ameaça sanitária. A discussão científica tem se concentrado na busca por uma vacina, mas menos na compreensão da resposta social à atual ameaça global e ao medo de novos surtos. Neste ensaio refletimos, a partir das ciências sociais, sobre a importância de associar três conceitos: vulnerabilidade-percepção-risco. Isso é necessário para desenvolver estratégias preventivas adequadas às circunstâncias da população, principalmente junto à população mais vulnerável, em prol da equidade na saúde.

ABSTRACT At the end of December 2019, SARS-COV-2 virus was identified as responsible for the COVID-19 pandemic. The rapid spread of transmission exposed structural failures of modern societies and of the health systems in preventing and containing a health threat. Scientific discussion has focused on the search for a vaccine, but less on understanding the social response to the current global threat and fear of outbreaks. In this essay, we reflect, based on the social sciences, on the importance of linking three concepts: vulnerability-perception-risk. This is necessary to develop preventive strategies appropriate to population circumstances, especially with the most vulnerable population, in favor of health equity.

Nutritional Quality of Hidden Food and Beverage Advertising Directed to Children: Extent and Nature of Product Placement in Mexican Television Programs.

(1) Background: Nutrient-poor, energy-dense food and beverage (F&B) advertisements influence children's food preferences, consumption, and purchase requests, contributing to overweight and obesity. Objective: To characterize the nutritional quality of F&B advertised by product placement (PP) in Mexican television programs with the highest audience ratings for children. (2) Methods: A total of 48 h of television programs between December 2016 and January 2017 during the hours with the highest ratings for children were analyzed. Nutritional quality was assessed through the Mexican Ministry of Health (MMH-NPM), the World Health Organization Regional Office for Europe (WHO-Europe), and the Pan American Health Organization nutrient profile models (PAHO-NPM). (3) Results: A total of 119 F&B were broadcast, of which more than 60% were unhealthy according to the three nutritional models. Reality shows and movies presented the most PP advertising. The food category most frequently advertised was sugar-sweetened beverages (41.2%). F&B advertised in children's programs had a higher content of energy, total fat, and saturated fat (p < 0.01). (4) Conclusion: The MMH-NPM was the most permissive and the PAHO-NPM was the strictest for evaluating nutritional quality. Mexico must strengthen the regulation of advertising to protect children from its negative effects on health.

Sociocultural Influences on Poor Nutrition and Program Utilization of Mexico's Conditional Cash Transfer Program.

BACKGROUND: The impact of the Conditional Cash Transfer Program in Mexico was significant but smaller than expected. Several bottlenecks related to program design and implementation have been identified that may have limited its impact; population and other contextual factors may be equally important to analyze. OBJECTIVES: We aimed to explore how sociocultural context contributes to poor nutrition in Mexico and how it shaped the acceptability, fidelity, and penetration of the fortified food and of education sessions provided by the program. METHODS: We carried out qualitative research studies in the central and southern states in urban, rural, and indigenous settings between 2001 and 2014 with different informants and by using interviews, focus group discussions, and nonparticipatory observation. We explored 4 dimensions of the sociocultural context: objective dimension (e.g., food availability and family organization), social norms and symbolic meaning related to child feeding, literacy and communication with the biomedical culture, and knowledge related to child care generally and child feeding. We generated information about the experience of the beneficiaries with fortified food and education sessions. RESULTS: Several sociocultural factors, including patriarchal family organization, high availability of nonnutritious food, social norms promoting the consumption of food in liquid form for young children, sharing of food among family members, traditional knowledge, and communication barriers with the biomedical culture, participated in shaping the poor nutrition situation, the inadequate utilization of fortified foods, and the inappropriateness of the education sessions. CONCLUSIONS: Our studies revealed the importance of local context and culture to understand the acceptance, utilization, and impact of a nutrition program and shed light on infant and child feeding practices. This knowledge is critical to strengthen program designs and ensure adequacy with the diversity of cultural and social contexts in which programs are implemented.

Translating Evidence-Based Program Recommendations into Action: The Design, Testing, and Scaling Up of the Behavior Change Strategy EsIAN in Mexico.

BACKGROUND: The Integrated Strategy for Attention to Nutrition (EsIAN in Spanish) is a national strategy within Mexico's conditional cash transfer program (initially Progresa, then Oportunidades, then Prospera, CCT-POP) designed to strengthen the health and nutrition component, address the nutrition transition, and improve the health and nutritional status of its beneficiaries, through 3 main components: 1) procurement of functioning equipment to primary health care (PHC) units; 2) providing free micronutrient supplements to beneficiary women and children; 3) implementing a behavior change communication (BCC) strategy and a training system for PHC providers (PHCPs). OBJECTIVE: We aim to describe the iterative process and evidence-based approach used to design and roll-out the EsIAN at scale, by focusing on the BCC component. METHODS: The BCC strategy was developed by following an iterative process through the following phases: situational analysis, formative research and design of the BCC strategy (using the socioecological framework and the social marketing approach), large-scale feasibility study, redesign, and national scale-up. RESULTS: The review and formative research revealed several barriers and issues that limited program coverage, utilization, and acceptance. These included misconceptions about pregnancy and infant feeding, nonalignment of practices with international recommendations, and lack of knowledge on nutrition and related topics, among others. These results were used to identify priority behaviors and elaborate key messages for mothers/caregivers and providers to develop the BCC strategy. The feasibility study resulted in significant improvements in PHCPs' knowledge, counseling (breastfeeding, and supplement use and consumption), and caregivers' complementary feeding behaviors, and highlighted several design and delivery aspects that needed strengthening. Based on these findings, the BCC strategy was adapted prior to a national scale-up. CONCLUSIONS: The theory-based iterative approach resulted in the identification of specific actions to target, and approaches to do so, as part of the design and roll-out of the BCC strategy at scale.

The importance of the cultural dimension of food in understanding the lack of adherence to diet regimens among Mayan people with diabetes.

OBJECTIVE: To understand non-adherence to medically recommended diets among Mayans with diabetes. DESIGN: Using partially sequential mixed methods, questionnaires, semi-structured brief and in-depth interviews were applied. Questionnaire data were analysed with Pearson's χ2 and Student's t tests and qualitative interviews with grounded theory microanalysis. SETTING: Rural, predominantly Mayan communities in Chiapas, Quintana Roo and Yucatan, Mexico, 2008-2012. PARTICIPANTS: Purposive sample of Mayans with type 2 diabetes; using public health care; 168 women and twenty-seven men; age 21-50+ years. RESULTS: Participants understood diabetes as caused by negative emotions, divine punishment, revenge via spells, chemicals in food and high sugar/fat consumption. Eliminating corn, pork, sugary beverages and inexpensive industrialized foods was perceived as difficult or impossible. More Mayans reporting not understanding physician instructions (30 v. 18 %) reported difficulty reducing red meat consumption (P = 0·051). Non-adherence was influenced by lack of patient-provider shared knowledge and medical recommendations misaligned with local culture. Men whose wives prepared their meals, women who liked vegetables and young adults whose mothers prepared their meals reported greater adherence to dietary recommendations. Partial adherents said it made life tolerable and those making no physician-recommended dietary changes considered them too restrictive (they meant 'starving to death'). Over half (57 %) of participants reported non-adherence; the two principal reasons were dislike of recommended foods (52·5 %) and high cost (26·2 %). CONCLUSIONS: Adherence to dietary regimens in diabetes treatment is largely related to social and cultural issues. Taking cultural diversity, food preferences, local food availability and poverty into consideration is essential when developing health-promotion activities related to diabetes.

Lessons learned and insights from the implementation of a food and physical activity policy to prevent obesity in Mexican schools: An analysis of nationally representative survey results.

Obesity is a serious problem among children in Mexico. In 2010, the government implemented a national food and physical activity policy in elementary schools, to prevent obesity. The goal of this study is to assess the implementation of this policy, using the logic model from a descriptive survey with national representativeness at the elementary school level and based on a stratified cluster design. We used a systematic random sampling of schools (n = 122), stratified into public and private. We administered questionnaires to 116 principals, 165 members of the Food and Physical Activity Committees, 132 food school food vendors, 119 teachers, 348 parents. This study evidences a significant deviation in implementation from what had been planned. Our lessons learned are the importance to: base the design/implementation of the policy on a theoretical framework, make programs appealing to stakeholders, select concrete and measurable objective or goals, and support stakeholders during the implementation process.

Breastfeeding practices, beliefs, and social norms in low-resource communities in Mexico: Insights for how to improve future promotion strategies.

INTRODUCTION: Breastfeeding is recommended exclusively for the first 6 months after birth, with continued breastfeeding for at least 2 years. Yet prevalence of these recommendations is low globally, although it is an effective and cost-effective way to prevent serious infections and chronic illness. Previous studies have reported that social support greatly influences breastfeeding, but there is little evidence on perceived social norms in Mexico and how they affect actual behavior. OBJECTIVE: Our objective was to investigate breastfeeding intention, practices, attitudes, and beliefs, particularly normative, among low-resource communities in central and southern Mexico. METHODS: We performed a secondary analysis using the theory of planned behavior with cross-sectional data, which included semi-structured individual interviews with fathers (n 10), 8 focus groups with mothers (n 50), and 8 focus groups with women community leaders (n 44) with a total of 104 participants. Our data also included a quantitative survey among pregnant women and mothers (n 321). RESULTS: Women reported supplementing breast milk with water and teas soon after birth, as well as introducing small bites of solid food a few months after birth. Social norms appeared to support breastfeeding, but not exclusive breastfeeding or breastfeeding for periods longer than about a year. This may be partially explained by: a) behavioral beliefs that for the first 6 months breast milk alone is insufficient for the baby, and that water in addition to breast milk is necessary to hydrate an infant and b) normative beliefs related to the appropriateness of breastfeeding in public and as the child gets older. CONCLUSIONS: Future strategies should focus on positively influencing social norms to support recommended practices, and emphasize the specific reasons behind the recommendations. Future efforts should take a multi-pronged approach using a variety of influences, not only directed at healthcare providers but close family members, including fathers.

Social Support of Patients with Type 2 Diabetes in Marginalized Contexts in Mexico and Its Relation to Compliance with Treatment: A Sociocultural Approach.

OBJECTIVE: This study aimed to describe the ways social support works in the daily life of patients with type 2 diabetes living in conditions of social and economic marginality, in order to understand how that support relates to treatment compliance. METHODS: Sequential mixed methods research was used. The sample of patients was obtained from primary health care units and selected considering regional representativeness, and levels of morbidity and mortality for type 2 diabetes. RESULTS: Results point to the nuclear family as the main source of support. Regardless of the area of residence, four main dimensions of support were identified: economic support, help with treatment compliance, emotional support, and material aid. CONCLUSIONS: We conclude that the support network assists the patient in different ways and helps cope with the disease, but in conditions of social and economic marginality, does not guarantee the quality of attention nor enable the self-management of treatment.

Contribution of formative research to design an environmental program for obesity prevention in schools in Mexico City.

OBJECTIVE: This paper describes the methods and key findings of formative research conducted to design a school-based program for obesity prevention. MATERIALS AND METHODS: Formative research was based on the ecological model and the principles of social marketing. A mixed method approach was used. Qualitative (direct observation, indepth interviews, focus group discussions and photo-voice) and quantitative (closed ended surveys, checklists, anthropometry) methods were employed. RESULTS: Formative research key findings, including barriers by levels of the ecological model, were used for designing a program including environmental strategies to discourage the consumption of energy dense foods and sugar beverages. CONCLUSION: Formative research was fundamental to developing a context specific obesity prevention program in schools that seeks environment modification and behavior change.

Contribution of formative research to design an environmental program for obesity prevention in schools in Mexico City / Contribución de la investigación formativa para el diseño de un programa para la prevención de obesidad en escuelas de la Ciudad de México

Objective. This paper describes the methods and key findings of formative research conducted to design a school-based program for obesity prevention. Materials and methods. Formative research was based on the ecological model and the principles of social marketing. A mixed method approach was used. Qualitative (direct observation, indepth interviews, focus group discussions and photo-voice) and quantitative (closed ended surveys, checklists, anthropometry) methods were employed. Results. Formative research key findings, including barriers by levels of the ecological model, were used for designing a program including environmental strategies to discourage the consumption of energy dense foods and sugar beverages. Conclusion. Formative research was fundamental to developing a context specific obesity prevention program in schools that seeks environment modification and behavior change.

Objetivo. Describir los aspectos metodológicos y principales resultados de una investigación formativa realizada para diseñar un programa ambiental para la prevención de obesidad en escuelas. Material y métodos. La investigación formativa se basó en el modelo ecológico y los principios del mercadeo social. Se utilizó un enfoque de métodos mixtos: cualitativos (observación directa, entrevistas en profundidad, grupos de discusión y foto-voz) y cuantitativos (cuestionarios cerrados, inventarios de alimentos y bebidas, antropometría). Resultados. Los principales resultados de la investigación formativa, incluyendo las barreras identificadas en los niveles del modelo ecológico, fueron contemplados para el diseño del programa, que incluyó estrategias ambientales para desincentivar el consumo de alimentos de alta densidad energética y bebidas azucaradas. Conclusión. La investigación formativa fue fundamental para diseñar un programa de prevención de obesidad para la modificación del ambiente y cambios de comportamientos, factible y adaptado al contexto de las escuelas públicas de la Ciudad de México.

[Use of social marketing to increase water consumption among school-age children in Mexico City]. / Uso del mercadeo social para aumentar el consumo de agua en escolares de la Ciudad de México.

OBJECTIVE: To increase water consumption in school children in Mexico City through a social marketing intervention. MATERIALS AND METHODS: Cluster quasi-experimental design. Intervention of three months in schools, including water provision and designed based on social marketing. Reported changes in attitude, knowledge and behavior were compared pre and post intervention. RESULTS: Children of the intervention group (n=116) increased in 38% (171 ml) water consumption during school time, control group (n=167) decreased its consumption in 21% (140 ml) (p<0.05), according to their reported consumption. In a sub-sample reported consumption of sweetened beverages decreased 437 ml in the IG and 267 ml in the CG (p<0.05). CONCLUSION: Social marketing and environmental modifications were effective on increasing water consumption among children, strategy that might contribute to mitigate childhood obesity.

Uso del mercadeo social para aumentar el consumo de agua en escolares de la Ciudad de México / Use of social marketing to increase water consumption among school-age children in Mexico City

Objetivo. Incrementar el consumo de agua en escolares de la Ciudad de México a través de una intervención de mercadeo social. Material y métodos. Diseño cuasi-experimental por englomerados. Intervención de tres meses en escuelas primarias que incluyó provisión de agua potable y diseñado con base en el mercado social. Se comparó la actitud, el conocimiento y el comportamiento reportado pre y post intervención. Resultados. Los niños (n=116) aumentaron en 38% (171 ml) el consumo de agua reportado durante el horario escolar, mientras que en el grupo control (n=167) disminuyó en 21% (140 ml), diferencias (p<0.05). En una submuestra, el consumo de bebidas azucaradas reportado disminuyó 437 ml en el grupo intervención y 267 ml en el grupo control (p<0.05). Conclusión. El mercadeo social, incluyendo la modificación del ambiente, fue efectiva en aumentar el consumo de agua reportado en niños y es una estrategia que podría contribuir a mitigar la obesidad infantil.

Objective. To increase water consumption in school children in Mexico City through a social marketing intervention. Materials and methods. Cluster cuasi-experimental design. Intervention of three months in schools, including water provision and designed based on social marketing. Reported changes in attitude, knowledge and behavior were compared pre and post intervention. Results. Children of the intervention group (n=116) increased in 38% (171 ml) water consumption during school time, control group (n=167) decreased its consumption in 21% (140 ml) (p<0.05), according to their reported consumption. In a sub-sample reported consumption of sweetened beverages decreased 437 ml in the IG and 267 ml in the CG (p<0.05). Conclusion. Social marketing and environmental modifications were effective on increasing water consumption among children, strategy that might contribute to mitigate childhood obesity.

Representaciones sociales relacionadas con la alimentación escolar: el caso de las escuelas públicas de la Ciudad de México / Social representations linked to school feeding: the case of public schools in Mexico City

México está confrontando una epidemia de sobrepeso/obesidad sin precedentes, en particular entre los niños. El objetivo de este trabajo fue identificar las principales representaciones sociales relacionadas con la alimentación en la escuela, presentes en los discursos de los diferentes actores escolares. Se realizaron 20 entrevistas con actores escolares y 10 grupos de discusión con niños y niñas de 12 escuelas. Se identificaron tres principales concepciones, representaciones en las que estructuran su relación con la alimentación en la escuela: 1) comida "chatarra" versus comida casera; 2) valoración de la fruta desde diferentes perspectivas; 3) función placentera de la comida escolar. Se argumentará la contribución de esta información para entender mejor la oferta y el consumo de los escolares. El estudio permitió identificar algunos elementos que estructuran profundamente la relación de los diferentes actores escolares con la alimentación escolar y que se relacionan con: 1) presencia en los discursos de ideas y conocimientos sobre la alimentación, a veces opuestos y generados por diferentes campos de saberes, que muestran el carácter dinámico y complejo del hecho alimentario; 2) interiorización por parte de los niños de un sistema de jerarquización de los alimentos; 3) carácter identitario de la alimentación.

Mexico is facing an unprecedented epidemic of obesity and overweight, especially among children. This paper seeks to identify the main social representations related to school meals present in the discourse of different actors within the schools. Twenty interviews with school staff and ten discussion groups with boys and girls from 12 schools were conducted. Three main conceptions were identified in relation to school meals: 1) junk food vs. homemade food; 2) different perspectives on the importance of eating fruit; and 3) the enjoyment experienced while eating at school. The contribution of this information towards a better understanding of the mealtime supply of the schools and the demand of the students is discussed. This study also permits the identification of certain elements which profoundly structure the relationships of different school actors to school feeding, which are based on: 1) Ideas about nutrition generated by different and sometimes contradictory fields of knowledge, demonstrating the dynamicity and complexity of the practice of eating: 2) children's understandings about how to classify and prioritize foods; and 3) the connections between food and cultural identity.