The project "Influencing Gen Z Food Behaviors in Vietnam through Social Media: A Pilot Study" aimed to explore the impact of a social media-based intervention on adolescents' dietary behaviors. Conducted as part of the SHiFT CGIAR Initiative, the study investigated how key opinion leaders (KOLs) could influence adolescents' food choices and nutrition awareness through targeted content on social media platforms.

• Content development and dissemination:
  • Content included short-form videos, pictures, and interactive posts, reaching a significant audience.
  • 16 nutrition-focused media pieces were created and communicated to adolescents by two KOLs.
• Adolescent participation and engagement:
  • Nearly 600 adolescent responses were recorded in the survey by joining survey groups and responding to research questions.
  • High engagement was observed through comments, reactions, and shares on social media posts.
• Behavioral changes in food consumption:
  • Preliminary analysis indicates that Gen Z participants increased their consumption of healthy foods after exposure to intervention content.
  • 50% of adolescents reported a higher intake of fruits and nuts after watching videos and posts created by the KOLs.