Proposed activities should cover all of the following aspects:

• Identify the various techniques and vehicles for spreading information and influence behaviour using different mainstream and social media channels (such as apps, websites, virtual consumer clubs and platforms), in particular mapping of new communication tools, algorithms and machines learning principles where citizens make food choices or are consciously or unconsciously influenced to change the consumption behaviour.
• Compare the different media and marketing (both linear and non-linear) approaches of national/regional/local governments, civil society, and the private sector, and assess how these different types of approaches and channels affect consumption patterns and food choices across different socio-economic and cultural groups, with a particular emphasis on vulnerable groups such as persons with low socio/economic status, infants and children or their parents responsible for their diets, respectively.
• Explore the impact of negative news (e.g., information on food safety risks, information on impacts on biodiversity and ecosystems) as compared with messages promoting positive outcomes of food choices (e.g., information on nutritional and health benefits) by, for example, conducting surveys or employing sentiment analyses. Assess whether parental control can be considered an effective strategy given the real-world context and levels of independent exposure of children to linear and non-linear media. Also explore the effects of misinformation (intentional or not), and how this propagates through different media.
• Identify innovative and effective tools to improve communication on sustainable healthy nutrition and diets, and more generally on sustainable food systems, thereby ensuring that all parts of the society are benefitting from access to information that foster uptake of healthy and sustainable diets and lead to the transformation of food systems, while respecting the EU and national legal framework and policies, national educational policies and advice on nutrition and food.
• Compile strategies and best practices – in compliance with the Best Practice Portal Protocols – for all food systems operators and actors for communication and outreach efforts to foster healthy, sustainable, and alternative consumption patterns and to encourage good practices, while respecting the EU and national legal framework and policies, national educational policies and advice on nutrition and food.
• Clearly explain how results will deliver co-benefits on Europe’s Beating Cancer Plan, the farm to fork strategy and on each of the food 2030 priorities: nutrition for sustainable healthy diets, climate and environment, circularity and resource efficiency, innovation and empowering communities (e.g., meeting the needs, values and expectations of society in a responsible and ethical way).

The impacts of mainstream media, social media and digital marketing are amplified, with food influencers, NGOs and social platforms making citizens think differently about food.

Differences in media and marketing (both linear and non-linear) approaches of national/regional/local governments, civil society, and the private sector, can lead to differences in consumption patterns and food choices across different socio-economic and cultural groups.