Effectiveness of health marketing campaigns

Bradley J, Gardner G, Rowland M K et al. Impact of a health marketing campaign on sugars intake by children aged 5-11 years and parental views on reducing children's consumption. BMC Pub Health 2020; 20: 331.

A health marketing campaign had a positive impact in reducing sugars intake, but reductions were not sustained.

Public Health England instigated a range of approaches to reduce sugars, including a national health marketing campaign (Sugar Smart). The campaign aimed to raise awareness of the amount of sugars in foods and drinks and to encourage parents to reduce their children's intake. This study determined whether the campaign was effective in altering dietary behaviour, by assessing any impact on sugars consumed among children aged 5-11 years. Parental perceptions were explored. Parents of 873 children aged 5-11 years took part. Dietary information was collected online using Intake24 before, during, and at 1, 10 and 12 months following the campaign. Completion rates for dietary assessment ranged from 61-72%. Qualitative telephone interviews were conducted with 20 parents. Total sugars intake decreased on average by ~ 6.2 g/day at peak campaign and the percentage of energy from total sugars significantly decreased immediately and 1-year post campaign. The percentage of energy from free sugars significantly decreased across all time points with the exception of the long term follow up at 12-months. Parents expressed a willingness to reduce sugars intakes, however, identified barriers including time constraints, the normalisation of sugary treats, and confusing information.