How have media campaigns been used to promote and discourage healthy and unhealthy beverages in the United States? A systematic scoping review to inform future research to reduce sugary beverage health risks

Abstract

Sugary beverage consumption is associated with many health risks. This study used a proof-of-concept media campaign typology to examine U.S. beverage campaigns that promoted healthy beverages and encouraged or discouraged sugary beverages. We used a three-step systematic scoping review to identify, organize, analyze, and synthesize evidence.Step 1 used Preferred Reporting Items for Systematic Review and Meta-Analysis Extension for Scoping Reviews (PRISMA-ScR) guidelines to search four electronic databases and gray literature through 2021. Step 2 categorized relevant media campaigns using a media campaign typology. Step 3 examined campaign evaluation outcomes. We identified 280 campaigns organized into six campaign typology categories. The media landscape was dominated by corporate marketing campaigns for branded sugary beverages (65.8%; n = 184) followed by public awareness (9.6%; n = 27), public policy (8.2%; n = 23), social marketing (7.1%; n = 20), corporate social responsibility (5.7%; n = 16), and countermarketing (3.6%; n = 10) campaigns. Evaluations for 20 unique campaigns implemented over 30 years (1992-2021) across 14 states showed reduced sugary beverage or juice and increased water or low-fat milk sales and intake. Positive short-term cognitive and mid-term retail and behavioral changes were reported. There was limited evidence for long-term policy, social norm, and population health outcomes. Future research is needed to use media campaigns in strategic communications to reduce sugary beverage health risks for Americans.

A Content Analysis of Persuasive Appeals Used in Media Campaigns to Encourage and Discourage Sugary Beverages and Water in the United States

“…The results showed that the modestly funded social marketing and public health campaigns had changed the target audience's short-term awareness, knowledge and consumption of water and low-fat milk and reduced sugary beverages. However, no media campaign had influenced the long-term social norm, policy or population health outcomes to reduce sugary beverage intake or encourage water and other healthy hydration behaviors [28]. These results are explained by many psychological, economic and multi-cultural factors that interact to influence the beverage preferences of individuals.…”

“…These results are explained by many psychological, economic and multi-cultural factors that interact to influence the beverage preferences of individuals. Figure 2 shows illustrative examples of the graphic images and textual content used in a sub-set of the media campaigns (n = 60) across the six categories of the typology [28]. 2022) published a second paper that described a systematic scoping review that identified examples of U.S. media campaigns (n = 280) across the campaign typology (1886-2021) to promote or discourage sugary beverages or to encourage healthy beverages (i.e., water, low-fat milk and unsweetened tea, coffee and juice) [28].…”

“…Figure 2 shows illustrative examples of the graphic images and textual content used in a sub-set of the media campaigns (n = 60) across the six categories of the typology [28]. 2022) published a second paper that described a systematic scoping review that identified examples of U.S. media campaigns (n = 280) across the campaign typology (1886-2021) to promote or discourage sugary beverages or to encourage healthy beverages (i.e., water, low-fat milk and unsweetened tea, coffee and juice) [28]. Results showed that two-thirds of 280 U.S. media were corporate advertising or marketing used to promote branded sugary beverages (65.8%; n = 184) [28].…”

“…These results are explained by many psychological, economic and multi-cultural factors that interact to influence the beverage preferences of individuals. Figure 2 shows illustrative examples of the graphic images and textual content used in a sub-set of the media campaigns (n = 60) across the six categories of the typology [28]. Public health practitioners have used print, broadcast and digital media platforms to raise awareness and influence the behaviors of diverse populations to reduce sugary beverage health risks [27,28].…”

Digital Marketing: A Unique Multidisciplinary Approach towards the Elimination of Viral Hepatitis

“…This strategy can be implemented in different geographical regions at local, national and international levels. Campaigns are cost-effective in distributing information and marketing to audiences [206]. Creating campaigns can also be used as an effective tool in conveying visions, missions, policies, marketing, public relations and health awareness or health education [207].…”