The percentage of Dutch citizens with unhealthy lifestyles is above the global average and has been increasing over the past years. Turkish-Dutch citizens have different cultural norms and practices regarding health behaviour than Dutch citizens. We assume cultural differences are crucial for health behaviours and may explain how Turkish-Dutch citizens process and respond to health messages.
The general research question considers whether, how, and for whom among Turkish-Dutch citizens, messages with cultural elements are effective in mass-mediated health campaigns. We focus on three generations of Turkish-Dutch citizens as a case study to better understand cultural differences in the health communication process.