Table 4.
Descriptions of themes and sub-themes that emerged as barriers for cross-sector partners during the implementation of the Eat Well Campaign: Food Skills (2013–2014), Canada
| Themes and sub-themes | Description | No. of partners |
|---|---|---|
| Operational elements | 20 | |
| Time | Delays, tight timelines and time-consuming activities | 19 |
| Integration conflicts | Difficulties integrating campaign activities into organizational plans | 12 |
| Restrained mandate | Limitations to contracts and agreements that prevented the best implementation of activities | 4 |
| Intervention factors | 19 | |
| Issues with strategy | Criticism of the appropriateness of the campaign strategy | 12 |
| Ineffective messaging | Criticism and doubts over the ability for campaign messages to break through to the audience | 8 |
| Visibility | Some campaign elements were not adequately promoted | 7 |
| Activity maintenance | Could not continue activities or had to reduce extent of implementation in second and subsequent phases of the campaign | 5 |
| Resources | 17 | |
| Financial resources | Inadequate or no budget allocated to the campaign | 13 |
| Human resources and expertise | Inadequate staff allocated to the campaign | 9 |
| Material | Materials not adapted to population or not in an appropriate/usable format | 4 |
| Target population factors | 16 | |
| Audience segmentation | Differences within the population | 8 |
| Level of readiness | Population may not be open to campaign messages and behaviour change | 6 |
| Time restrictions | Parents have busy schedules and might not have time to change behaviours | 5 |
| Affordability | Perceptions that healthy eating is not affordable | 4 |
| Lack of knowledge | Parents might not have enough knowledge to make changes | 4 |
| Developer traits | 14 | |
| Demanding work | Tough approval process, rigidity or processes, control of information, changes to mandates and directions | 10 |
| Poor communicators | Communication gaps, inefficient communication, little or no direct contact with Health Canada | 9 |
| Collaborator traits | 12 | |
| Frustrated | Expressions or disappointment or annoyance about activity implementation | 7 |
| Flyer space constraints | Competition with valuable advertising space | 5 |
| Political constraints | Government politicizes or programming that prevented implementation of activities | 3 |
| Reservations working with competitors | Difficulties working collaborating with competitors | 3 |