Association of the <i>LiveLighter</i> mass media campaign with consumption of sugar‐sweetened beverages: Cohort study

Morley, Belinda; Niven, Philippa; Dixon, Helen; Swanson, Maurice; Szybiak, Maria; Shilton, Trevor; Pratt, Iain S; Slevin, Terry; Wakefield, Melanie

doi:10.1002/hpja.244

Cited by 23 publications

(32 citation statements)

References 36 publications

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“…This study extends the literature on the important role of media campaigns in addressing behavioral risk factors [30][31][32][33][34]. It replicates findings from high-income countries, and as in other public health applications, it shows that media campaigns for obesity prevention can play a crucial role in improving awareness, and changing knowledge, attitudes, and social conversations around obesity and its behavioral risk factors [30][31][32][33][34].…”

Section: Discussionsupporting

confidence: 82%

“…A significant body of evidence has found mass media campaigns to play a critical role in advancing public health. Traditionally, media campaigns have been used to promote social and behavioral change, from the prevention and control of infectious diseases to family planning to, more recently, addressing noncommunicable diseases [ 30 , 31 , 32 , 33 , 34 ]. In the context of obesity prevention, media campaigns have successfully improved knowledge, personal relevance, or concern over obesity [ 35 , 36 , 37 , 38 ], and there is some evidence, although more limited, for the effectiveness of media campaigns in improving behavioral intentions and actions [ 38 , 39 , 40 , 41 , 42 , 43 ].…”

Section: Introductionmentioning

confidence: 99%

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Results of a Mass Media Campaign in South Africa to Promote a Sugary Drinks Tax

et al. 2020

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Background: In South Africa, the increased consumption of sugary drinks has been associated with increased obesity rates. Mass media campaigns can play a crucial role in improving knowledge, shifting attitudes, and building support for government action on reducing sugary drink consumption. No study to date has evaluated the effectiveness of mass media campaigns on the health harms of sugary drinks in South Africa. Objective: The purpose of this study was to evaluate the impact of a mass media campaign on knowledge and attitudes around sugary drinks and on public support for a proposed tax on sugary drinks in South Africa. Methods: The “Are You Drinking Yourself Sick?” campaign aired in South Africa from October 2016 to June 2017 to shift attitudes toward sugary drinks, build personal risk perceptions of the health harms of consuming sugary drinks, and build public support for a proposed tax on sugary drinks. Campaign impact was measured in representative cross-sectional household surveys of adults ages 18 to 56. The surveys were conducted just prior to the launch of the campaign (N = 1000), from October 7 to 10, 2016, and immediately following its conclusion (N = 1000), from July 12 to 21, 2017. Campaign impact was assessed by comparing changes from the pre-campaign to the post-campaign period on key outcome indicators. In addition, the effect of campaign awareness was analyzed in logistic regression analysis of the post-campaign data. Results: The campaign was recalled by 55% of survey respondents, and 78% of campaign-aware respondents said that the campaign’s main message was “drinking sugary drinks can make you sick.” There were significant changes from the pre- to the post-campaign period in knowledge that sugary drink consumption can lead to obesity and related health problems and that sugary drinks contribute toward the obesity problem in South Africa. Campaign awareness was also significantly associated with increases in knowledge about the harms of sugary drinks, and in particular, on government action, including the proposed tax on sugary drinks. Discussion: Media campaigns are an effective intervention for obesity prevention. In addition to improving knowledge and shifting attitudes, media campaigns can effectively build public support for strong government action and therefore must be a component of a comprehensive obesity prevention approach.

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Section: Discussionsupporting

confidence: 82%

Section: Introductionmentioning

confidence: 99%

Results of a Mass Media Campaign in South Africa to Promote a Sugary Drinks Tax

et al. 2020

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“…In contrast, those with higher education were more likely to report seeing healthy eating campaigns than those with lower education levels in all countries except Canada, as were males compared with females in Canada, Mexico and the USA. Previous studies examining healthy eating campaigns have shown mixed results with regard to socio-demographic differences: some reported no differences in campaign awareness by sex, BMI or SES (22,24) , whereas others have found higher awareness among higher socio-economic groups (29,41) , and differences in campaign awareness by ethnicity (41) , sex and/or age (23,25,29,41) . Similarly, a review examining differences in the impact of physical activity campaigns by SES found mixed results with regard to differences by SES (72) .…”

Section: Discussionmentioning

confidence: 96%

“…A later study found higher post-campaign awareness (67 %), including high viewership among respondents residing in areas of low socio-economic status (SES). It also found increased knowledge of the health risks of sugarsweetened beverage (SSB) consumption, decreased SSB consumption among frequent SSB consumers as well as overweight SSB consumers, and an overall reduction in sugary food intake (23) . Another study examined the LiveLighter ® Sugary Drinks campaign, which centred around the visceral 'toxic fat' that accumulates around organs and leads to negative health consequences.…”

Section: Australiamentioning

confidence: 99%

Recall of government healthy eating campaigns by consumers in five countries

Goodman

Armendariz

Corkum

et al. 2021

Public Health Nutr.

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Objective: To examine awareness and recall of healthy eating public education campaigns in five countries. Design: Data were cross-sectional and collected as part of the 2018 International Food Policy Study. Respondents were asked whether they had seen government healthy eating campaigns in the past year; if yes (awareness), they were asked to describe the campaign. Open-ended descriptions were coded to indicate recall of specific campaigns. Logistic models regressed awareness of healthy eating campaigns on participant country, age, sex, ethnicity, education, income adequacy and BMI. Analyses were also stratified by country. Setting: Online surveys. Participants: Participants were Nielsen panelists aged ≥18 years in Australia, Canada, Mexico, UK and US (n=22,463). Results: Odds of campaign awareness were higher in Mexico (50.9%) than UK (18.2%), Australia (17.9%), US (13.0%) and Canada (10.2%) (P<0.001). Awareness was also higher in UK and Australia versus Canada and US, and US versus Canada (P<0.001). Overall, awareness was higher among males versus females and respondents with medium or high versus low education (P<0.001 for all). Similar results were found in stratified models, although no sex difference was observed in Australia or UK (P>0.05), and age was associated with campaign awareness in UK (P<0.001). Common key words in all countries included sugar/sugary drinks, fruits and vegetables, and physical activity. The top five campaigns recalled were Chécate, mídete, muévete (Mexico), PrevenIMSS (Mexico), Change4Life (UK), LiveLighter® (Australia), and Actívate, Vive Mejor (Mexico). Conclusions: In Mexico, UK and Australia, comprehensive campaigns to promote healthy lifestyles appear to have achieved broad, population-level reach.

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“…In Australia, the evaluation of the LiveLighter mass media campaign targeting sugary drinks indicates a high campaign recall and modest reductions in SSBs [ 4 , 9 - 11 ].…”

Section: Introductionmentioning

confidence: 99%

Design and Development of a Digital Weight Management Intervention (ToDAy): Qualitative Study

Shoneye¹,

Mullan²,

Begley³

et al. 2020

JMIR Mhealth Uhealth

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Background The Tailored Diet and Activity (ToDAy) study aims to build on the campaign by adding a digital intervention with the potential to provide wide-reaching, cost-effective weight management support. Objective The ToDAy study aims to build a tailored intervention using mobile technology to improve diet and physical activity behaviours in adults with overweight and obesity. The main objectives were to identify behavior change techniques for diet and physical activity (PA) change for weight loss and explore preferences for digital intervention features that would be effective in changing diet and PA behaviors. Methods This qualitative study uses the principles of a person-based approach to intervention development; the behavioral intervention technology framework; and the capability, opportunity, motivation, and behavior (COM-B) framework. Focus groups and telephone interviews were conducted with 56 adults in Western Australia. Open-ended questions and example intervention features were used to explore the usability and acceptability of the self-monitoring tools, knowledge about effective weight-loss strategies, and acceptability of tailored feedback. Findings from the focus groups and interviews were analyzed using thematic analysis. Results Qualitative findings revealed an awareness of key public health messages but a lack of confidence in how to perform these behaviors to help manage their weight. A total of 4 major themes were identified and mapped to the domains of the COM-B framework: (1) misinformation, (2) environmental support, (3) social norms, and (4) confidence. Conclusions This study explores users’ capability, opportunity, and motivation to perform the target behaviors for weight loss. The findings suggested that a digital weight management intervention using a mobile food record and activity trackers to inform tailored feedback may be acceptable and feasible. Participants expressed a preference for simple expert advice, digital self-monitoring tools, and visual feedback. International Registered Report Identifier (IRRID) RR2-10.2196/12782

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Association of the LiveLighter mass media campaign with consumption of sugar‐sweetened beverages: Cohort study

Cited by 23 publications

References 36 publications

Results of a Mass Media Campaign in South Africa to Promote a Sugary Drinks Tax

Results of a Mass Media Campaign in South Africa to Promote a Sugary Drinks Tax

Recall of government healthy eating campaigns by consumers in five countries

Design and Development of a Digital Weight Management Intervention (ToDAy): Qualitative Study

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