Table 3.

Supporting verbatim exemplifying the six main themes emerging from the narratives of the focus groups conducted with citizens, health and communication professionals, and digital influencers to explore opinions and attitudes regarding the development of healthy eating promotion mass media campaigns.

Main theme	Supporting verbatim
Informative campaigns	“If we are thinking about informative campaigns... mass media, right?..., if this is where we are focusing on... (…) these actions should be combined with other punctual interventions (…) of more proximity...” [Professionals FG, E; Line/s 252 - 256]
Health/nutritional issues to address	“Making things maybe less…, that people like less…, into something pleasant to the palate and the sight, (…) And to associate with good experiences” [Professionals FG, G; Line/s 1119 - 1122]
Campaign formulation	“What the brand has to say, or the project has to say must be relevant, it has to be exciting, it has to be clear, true, and original. (…) The quality of the insight is measured by these five elements.” [FG professionals, C; Line/s 1134 - 1161] “There's another level that is relevance by identification, which is where the influencers come in… It is the relevance that is like: ≪Eh, if Cristiano Ronaldo wears, I also want to wear≫. This is relevance by identification. And the other is relevance by improvement. That is ≪What you are saying to me will improve my life≫. What you told me today, I will implement it right away [?] at breakfast…” [FG professionals, C; Line/s 1136-1140] “But this is important (…) to simplify the message. This is... I think it is super-important to have an effect. (...) focusing only on one behavior rather than trying to change everything simultaneously.” [Professionals FG, F; Line/s 243 - 247]
Targeted audiences	“Children will be the vehicle for that information, and it focuses on behavioral change that carries the message to families and, in some way, is a source of contagion.” [FG professionals, E; Line/s 115 - 117]
Dissemination channels	“I think that television [to reach less urbanized areas] continues to make a lot of sense.” [Citizens FG3, A; Line/s 842 - 842]
Influencers' involvement	“People identify with us; people see themselves in our place and that is what makes them follow our work. Of course (…), we take this to promote health and well-being... But that's it..., that is why people identify with us, people... ≪I've also been in this position where she's talking... I also do what she does... So, I also want to eat what she eats≫” [Influencers FG, C; Line/s 376 - 381]

FG, focus group.