Controlled cohort evaluation of the LiveLighter mass media campaign’s impact on adults’ reported consumption of sugar-sweetened beverages

ObjectiveTo evaluate the LiveLighter ‘Sugary Drinks’ campaign impact on awareness, knowledge and sugar-sweetened beverage (SSB) consumption.DesignCohort study with population surveys undertaken in intervention and comparison states at baseline (n=900 each), with 78% retention at follow-up (intervent...

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Bibliographic Details
Published in:BMJ open 2018-04, Vol.8 (4), p.e019574
Main Authors: Morley, Belinda C, Niven, Philippa H, Dixon, Helen G, Swanson, Maurice G, McAleese, Alison B, Wakefield, Melanie A
Format: Article
Language:English
Subjects:
Audiences
Behavior
Beverages
Communication
Diet
Health care
Intervention
Lifestyles
Nutrition research
Obesity
Population
Public Health
Social marketing
Sugar
Television advertising
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Summary:ObjectiveTo evaluate the LiveLighter ‘Sugary Drinks’ campaign impact on awareness, knowledge and sugar-sweetened beverage (SSB) consumption.DesignCohort study with population surveys undertaken in intervention and comparison states at baseline (n=900 each), with 78% retention at follow-up (intervention: n=673; comparison: n=730). Analyses tested interactions by state (intervention, comparison) and time (baseline, follow-up).Setting and participantsAdults aged 25–49 years residing in the Australian states of Victoria and South Australia.InterventionThe 6-week mass media campaign ran in Victoria in October/November 2015. It focused on the contribution of SSBs to the development of visceral ‘toxic fat’, graphically depicted around vital organs, and ultimately serious disease. Paid television advertising was complemented by radio, cinema, online and social media advertising, and stakeholder and community engagement.Primary outcome measureSelf-reported consumption of SSBs, artificially sweetened drinks and water.Secondary outcome measuresCampaign recall and recognition; knowledge of the health effects of overweight and SSB consumption; perceived impact of SSB consumption on body weight and of reduced consumption on health.ResultsA significant reduction in frequent SSB consumption was observed in the intervention state (intervention: 31% compared with 22%, comparison: 30% compared with 29%; interaction p
ISSN:2044-6055
2044-6055
DOI:10.1136/bmjopen-2017-019574