The researcher is me, Becca Selby. I am a PhD student at the University of Central Lancashire and a Doctoral Fellow at the National Institute of Health Research Applied Research Collaboration North West Coast (NIHR ARC NWC). I will be supported in this project by a research team made up of two supervisors, a public health consultant and two public advisors.

What is the purpose of the study?
The aim of the project is to explore parent and carer perceptions of public health messages related to infant feeding in the North West Coastal region. The messages that will be discussed are those that parents and carers have access to during their daily lives.
To aid the development of a theory, in keeping with a grounded theory design, several objectives are defined as follows:
1. Identify what public health messages parents and carers receive around infant feeding.
2. To explore what meaning, value and influence parents and carers credit the messages they receive.
3. Explore the intrapersonal communication processes parents and carers experience when exposed to the messages.
4. To identify recommendations for improving the access and reach of public health messages.
5. To generate a theory that explains and understands participants’ experiences.

Outcomes- the outcomes of this research, including the resultant grounded theory, could be utilised to inform possible areas of improvement for future public health campaigns for families in an area of socioeconomic disadvantage, the North West Coastal region. With appropriate modifications, there is the potential that such campaigns may be used to target communities across other localities to reduce health inequalities.

Evaluating the effectiveness of any health promotion activities, including those related to infant feeding, is a crucial stage in evidence-based practice.

Find out more about this study by downloading a flyer with more information on here.

Please read the participant information sheet if you would like to be involved in the study and contact me on rselby1@uclan.ac.uk .