Strengthening the engagement of mass media stakeholders in community-based health promotion interventions - the Danish Project SoL
5 affiliations
- 1Department of Food Science, University of Copenhagen, Rolighedsvej 30, Frederiksberg, 1958 Denmark
- 2Center for Clinical Research and Prevention, Bispebjerg and Frederiksberg Hospital, Nordre Fasanvej 57, Frederiksberg, 2000 Denmark
- 3Department of Prevention, Health promotion and Community Care, Steno Diabetes Center Copenhagen, Borgmester Ib Juuls Vej 83, Herlev, 2730 Denmark
- 4Department of Public Health, University of Copenhagen, Øster Farimagsgade 5, København K, 1353 Denmark
- 5Department of Service Studies, Lund University, Universitetsplatsen 2, Helsingborg, 251 08 Sweden
Abstract
Background: The potential positive effects of mass media stakeholders in health promotion have long been recognized. Health promotion interventions may benefit from exposure in mass media by attracting public attention and political support. More formal and partnership-based engagement of mass media may have even larger impact potentials. Nevertheless, few projects have included mass media as formal partners in health promotion interventions. The aim of the present study is to identify facilitators and barriers for the engagement of mass media stakeholders in health promotion.
Methods: Project SoL, a community-based health promotion intervention carried out in two municipalities in Denmark, applied the supersetting approach to establish a formal partnership with local mass media, supermarkets, childcare centres, and primary schools in efforts to promote healthier eating and physical activity among families with young children.
Six semi-structured in-depth interviews with mass media stakeholders involved in Project SoL were carried out to identify barriers and facilitators for engagement of local mass media in health promotion.
Results: Thematic data analysis revealed that engagement of mass media stakeholders was promoted by potentials for 1) exercising corporate social responsibility, 2) adopting a broad and positive understanding of the concept of health and 3) attracting the attention of a large audience. In contrast, barriers for their engagement included 1) inflexible organizational structures of mass media, 2) lack of financial and human resources and 3) a demand to maintain a disseminating and neutral role in the mediascape. Researchers and practitioners may operationalise these implications by offering clear and timely research input, maintaining open and ongoing dialogue to build partnerships with media stakeholders, and supporting journalists’ autonomy in tailoring dissemination formats that best fit their professional practices.
Conclusions: The findings suggest that under conducive conditions (including planned communication and collaboration which gives opportunities to disseminate health activities using a positive concept of health, exercise CSR and connect with local stakeholders), engagement of mass media stakeholders as formal partners may strengthen health promotion interventions and inform the development of tailored health promotion strategies in local community settings.
Supplementary Information: The online version contains supplementary material available at https://doi.org/10.1186/s12889-026-28425-7.
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BibTeX
@article{reinbach2026strengthening,
title = {{Strengthening the engagement of mass media stakeholders in community-based health promotion interventions - the Danish Project SoL}},
author = {Helene Christine Reinbach and Tine Buch-Andersen and Lise L. Winkler and Ulla Toft and Bent Egberg Mikkelsen and Paul Bloch},
journal = {BMC Public Health},
year = {2026},
month = aug,
doi = {10.1186/s12889-026-28425-7},
url = {https://doi.org/10.1186/s12889-026-28425-7},
note = {CC BY-NC-ND 4.0},
}
RIS
TY - JOUR
TI - Strengthening the engagement of mass media stakeholders in community-based health promotion interventions - the Danish Project SoL
AU - Helene Christine Reinbach
AU - Tine Buch-Andersen
AU - Lise L. Winkler
AU - Ulla Toft
AU - Bent Egberg Mikkelsen
AU - Paul Bloch
PY - 2026
DA - 2026/08/10
JO - BMC Public Health
DO - 10.1186/s12889-026-28425-7
UR - https://doi.org/10.1186/s12889-026-28425-7
AB - Background: The potential positive effects of mass media stakeholders in health promotion have long been recognized. Health promotion interventions may benefit from exposure in mass media by attracting public attention and political support. More formal and partnership-based engagement of mass media may have even larger impact potentials. Nevertheless, few projects have included mass media as formal partners in health promotion interventions. The aim of the present study is to identify facilitators and barriers for the engagement of mass media stakeholders in health promotion. Methods: Project SoL, a community-based health promotion intervention carried out in two municipalities in Denmark, applied the supersetting approach to establish a formal partnership with local mass media, supermarkets, childcare centres, and primary schools in efforts to promote healthier eating and physical activity among families with young children. Six semi-structured in-depth interviews with mass media stakeholders involved in Project SoL were carried out to identify barriers and facilitators for engagement of local mass media in health promotion. Results: Thematic data analysis revealed that engagement of mass media stakeholders was promoted by potentials for 1) exercising corporate social responsibility, 2) adopting a broad and positive understanding of the concept of health and 3) attracting the attention of a large audience. In contrast, barriers for their engagement included 1) inflexible organizational structures of mass media, 2) lack of financial and human resources and 3) a demand to maintain a disseminating and neutral role in the mediascape. Researchers and practitioners may operationalise these implications by offering clear and timely research input, maintaining open and ongoing dialogue to build partnerships with media stakeholders, and supporting journalists’ autonomy in tailoring dissemination formats that best fit their professional practices. Conclusions: The findings suggest that under conducive conditions (including planned communication and collaboration which gives opportunities to disseminate health activities using a positive concept of health, exercise CSR and connect with local stakeholders), engagement of mass media stakeholders as formal partners may strengthen health promotion interventions and inform the development of tailored health promotion strategies in local community settings. Supplementary Information: The online version contains supplementary material available at https://doi.org/10.1186/s12889-026-28425-7.
SN - 1471-2458
ER -