Finding the keys to successful adult-targeted advertisements on obesity prevention: an experimental audience testing study

Dixon, Helen; Scully, Maree; Durkin, Sarah; Brennan, Emily; Cotter, Trish; Maloney, Sarah; O’Hara, Blythe J; Wakefield, Melanie

doi:10.1186/s12889-015-2159-6

Cited by 36 publications

(56 citation statements)

References 34 publications

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“…Messages about the negative health consequences of lifestyle behaviours have been shown to provide motivation for positive change in other public health campaigns. 10,34,35 Given the observed increase in knowledge reflects the campaign message about the health effects of drinking too many SSBs, this provides support for the campaign as a driver of the increase. These findings also support the benefits of a specific, actionable health-message in public health communication.…”

Section: Discussionmentioning

confidence: 68%

“…As a mechanism to provide motivation for lifestyle change, the campaign aimed to increase awareness and understanding of the health consequences of SSB consumption. Messages about the negative health consequences of lifestyle behaviours have been shown to provide motivation for positive change in other public health campaigns . Given the observed increase in knowledge reflects the campaign message about the health effects of drinking too many SSBs, this provides support for the campaign as a driver of the increase.…”

Section: Discussionmentioning

confidence: 86%

“…The World Health Organization identified mass media as an effective tool for obesity prevention, and public health advertisements about the health consequences of excess body weight accompanied by graphic imagery are most persuasive . Campaigns promoting reduced SSB consumption have been implemented in several states of the United States .…”

Section: Introductionmentioning

confidence: 99%

“…The World Health Organization identified mass media as an effective tool for obesity prevention, 9 and public health advertisements about the health consequences of excess body weight accompanied by graphic imagery are most persuasive. 10 Campaigns promoting reduced SSB consumption have been implemented in several states of the United States. [11][12][13][14][15][16] Those consisting primarily of mass media advertising have promoted increased knowledge and intentions, while the more comprehensive campaigns where mass media advertising was accompanied by significant policy or regulatory change demonstrated impact on SSB consumption.…”

Section: Introductionmentioning

confidence: 99%

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

Morley

Niven

Dixon

et al. 2019

Health Prom J of Aust

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Issue addressed Evaluation of the behavioural impact of Western Australia's LiveLighter healthy weight and lifestyle campaign focussed on decreasing consumption of sugar‐sweetened beverages (SSBs) using graphic imagery, as well as monitoring unintended consequences. Methods A cohort design with pre‐campaign telephone survey of Western Australian adults aged 25‐49 (Time 1 May/Jun 2013: N = 1504) undertaken and repeated following the campaign (Time 2 Aug/Sep 2013: N = 822). Results Post‐campaign awareness was 67% with respondents in low socio‐economic areas most likely to report viewing the campaign frequently. There was evidence of reduced SSB intake from baseline to follow‐up among frequent (4+/week) SSB consumers (22% cf. 16%; P = 0.003) and some evidence among overweight (BMI 25+) weekly SSB consumers (56% cf. 48%; P = 0.013). There was also some evidence consumption of sweet food decreased (3+/week: 53% cf. 48%; P = 0.035) while fruit, vegetable and fast food consumption remained stable. Knowledge of potential health consequences of SSBs increased (70% cf. 82%; P < 0.001) with no change in knowledge of potential health consequences of overweight generally (86% cf. 89%). Importantly, there was no increase in endorsement of overweight stereotypes. Conclusions The LiveLighter “Sugary Drinks” campaign positively impacted adults’ knowledge and behaviour with regard to SSB consumption in a pattern specific to the campaign messaging and without adverse impact on weight‐related stereotypes. So what? Findings support the use of mass media for healthy lifestyle change. They suggest the public are receptive to undertaking the campaign's simple concrete lifestyle recommendation and provide an indication of the campaign dose required to achieve positive behaviour change.

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Section: Discussionmentioning

confidence: 68%

Section: Discussionmentioning

confidence: 86%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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

Morley

Niven

Dixon

et al. 2019

Health Prom J of Aust

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“…For example, some previous research suggests positive, gain-framed messages are more effective than loss-framed messages in many health contexts, 8 although in Australia negative affect messages have been found to be effective in influencing attitudes and intentions relating to alcohol and tobacco consumption and obesity. [9][10][11] Given this lack of consensus, further research is needed into the types of approaches being used in specific behavioural and cultural contexts to provide insight into current advertising practices. This information can constitute the starting point for subsequent analyses focused on identifying which commonly used advertising techniques are most effective in encouraging changes in relevant lifestyle behaviours.…”

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confidence: 99%

Characteristics of healthy weight advertisements in three countries

Pettigrew

Talati

Henriques

et al. 2018

Australian and New Zealand Journal of Public Health

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Appearance-based health promotion messages for increasing fruit and vegetable consumption: gender, age and adverse effects

Appleton

2022

J Public Health (Berl.)

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Aim This study sought to investigate the effects of body-weight-based compared to health-based public health messages for encouraging fruit and vegetable consumption, dependent on gender and age, while also gauging adverse consequences. Subject and methods Using an independent groups design, male and female participants, aged 18–65 years, were randomized to view either a weight-based (N = 245) or a health-based (N = 231) public health message for increasing fruit and vegetable consumption, and intentions to consume, immediate selection and subsequent consumption of fruit and vegetables and biscuit/cake-bars, adverse consequences and various confounders were assessed. Results Weight-based messages resulted in greater immediate selection and subsequent fruit and vegetable consumption compared to health-based messages in females (smallest Beta = 0.375, p = 0.04), specifically younger females (least significant Beta = 0.683, p = 0.04). No effects were found in males. Intentions to consume fruit and vegetables, biscuit/cake-bars and subsequent biscuit/cake-bar consumption were predicted only by confounders. Adverse consequences of the messages were low (χ2(1) = 44.16, p < 0.05; smallest t(148) = 10.22, p < 0.01), and did not differ between weight-based and health-based messages (χ2(2) = 2.72, p > 0.05; largest t(278) = 0.75, p = 0.46). Conclusions This work demonstrates a role for weight-based compared to health-based public health promotion messages for increasing fruit and vegetable selection and consumption in young females. Adverse consequences following the messages were low, but care may still be needed.

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Finding the keys to successful adult-targeted advertisements on obesity prevention: an experimental audience testing study

Cited by 36 publications

References 34 publications

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

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

Characteristics of healthy weight advertisements in three countries

Appearance-based health promotion messages for increasing fruit and vegetable consumption: gender, age and adverse effects

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