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Evaluation of LiveLighter media campaign on adult sugar sweetened beverage (SSB) consumption

18 / 09 / 18

Finding:

The Livelighter ‘sugary drinks’ campaign reduced SSB consumption in Victorian adults.

Summary:

The LiveLighter ‘Sugary Drinks’ was a mass media campaign conducted in Victoria, Australia, in Oct/Nov 2015. The campaign contained graphic images depicting ‘toxic fat’ deposited around organs and a message that ‘sugary drink leads to toxic fat’. Evaluation of the campaign found a 9% absolute percentage point reduction in the proportion of adults in the intervention state who reported they frequently consume SSBs, compared to a 1% decline in the comparison state not exposed to the campaign (South Australia). Self-reported reduction in the frequency of sugar sweetened beverages (SSB) was 31% in the intervention state compared to 22% in the control state. Water consumption also increased (albeit non-significantly) in overweight/obese people in the intervention group (73% vs 66% in control), and they also showed increased health knowledge of the health effects of SSB. Some individuals in the intervention group showed an increase in thoughts (self-referent thoughts) about their own personal potential for weight gain from SSBs. The authors suggest these results are notable in an environment of heavy commercial SSB promotion.

Citation:

Morley BC, Niven PH, Dixon HG et al. (2018). Controlled cohort evaluation of the LiveLighter mass media campaign’s impact on adults’ reported consumption of sugar-sweetened beverages. BMJ Open