Guidelines for the design of a communication, information and education strategy in health aimed at encouraging the informed consumption of energy drinks in university students of Bogotá-Colombia

Abstract

The increase in the production and consumption of energy drinks (BE) is associated with the culture of maximum performance. The young population is considered as a group of frequent consumption. Knowledge that supports the design of strategies aimed at strengthening informed decision-making is required. The aim of this study is to describe the guidelines for the design of an IEC strategy in health, aimed at strengthening the culture of informed consumption of ED in university students. A mixed study was carried out in 1185 undergraduate students. 81.1% of the participants consumed BE; the consumption increases in the borderline of university life. The motivations to consume were curiosity (38,9%); 12% recognizes the components and 30,1% the contraindications and warnings. 40% remember the advertisement images at the time of consumption. The producer is always identified by 29.7%. 39.8% do not consult professional health opinion. 25.1% of consumers mix BE with alcohol. Access to information is the most effective strategy to consolidate an informed-consumer culture. Knowing the effects and interactions of the components, possible unexpected reactions and their management, are the main information needs.