Washington, District of Columbia 2021-10-28 16:03:24 –
October 28, 2021
Public health messages such as the image below are designed to reduce parents’ purchases of fruit drinks and sugared beverages sold as children, so that a significant proportion of parents avoid those drinks. I persuaded him. study According to researchers at the University of Washington and the University of Pennsylvania.
A study led by the University of Washington aims to assess the impact of culturally coordinated countermarketing messages on drink choices, as well as tough smoking cessation campaigns, with more than 1,600 people joining and participating in Facebook groups. Latin parents participated.Latin children High consumption rate of sweet drinks, And the beverage industry Intentionally targeting the Latin communitySaid the doctor. James Krieger, Lead author and clinical professor of medical systems and artificial health at UW Public Health School.
“The negative health effects associated with eating sweet drinks, such as tooth decay and later diabetes, are affecting the community disproportionately,” Krieger said. “We want to prevent these children and other children from developing strong taste preferences for products that ultimately harm them.”
To design their study Published in the American Journal of Public Health on Thursday, Researchers nationwide to gain awareness of how marketing works, what they are buying for their children, and how to culturally coordinate messages that resonate with the community. We consulted with a focus group involving ten Latin parents.
“They know that targeted marketing is always happening in the digital age, but they feel that what they actually got is leading them to make unhealthy choices on behalf of their children. It was the fact that it was given deceptive information, “says Krieger.
Krieger added that marketing in the industry made parents believe that fruit drinks are healthy drinks by creating “healthy halos” around the product. Advertisements, labels, and even online games and cartoons often contain claims about nutrients such as vitamin C and images of healthy children drinking the product while participating in sports. ..
With information from these focus groups and the support of Latin marketing companies, researchers are designed to elicit anger, fear of adverse effects on children, and other negative emotions in Spanish and English. Created counter marketing graphics and messages for. The message explained the negative effects of these products and evoked a particular brand and image.
“We looked at the anti-tobacco message and the types of words and images they used,” Krieger said. “We wanted a message that appealed to people not only at the emotional level, but also at the cognitive level, because research encourages people to make choices.”
The researchers then enrolled 1,628 Latin parents (mainly female, low-income households) in the Facebook group for six weeks to investigate the impact of counterarguments on their drink choices and perceptions of fruit drinks. ..
Message text: Your body turns the sugar you drink into fat, which can cause diabetes.
Message text: WARNING: Calling it nature doesn’t make it good for your child.
Message text: It rejuvenates the health of children by giving them thirst-quenching water instead of sweet fruit drinks. The choice is clear.
In this study, parents were divided into three groups. The two “intervention” groups were those who received only fruit drink counter messages and those who received a combination of counter messages and water promotion messages. The third group, the control group, saw a safety message about the child seat. Using a simulated online store offering fruit drinks, sodas, water, milk, or 100% fruit juice, parents in all three groups choose drinks for their children and buy drinks in real stores I received money that I could use to do.
Researchers have found that parents who see the countermarketing message alone or in combination with a professional water message are less likely to buy fruit drinks and more likely to buy water. Specifically, parents of the Fruit Drink Counter Marketing Group reduced virtual purchases of these drinks by 31% compared to the Control Group and 43% in the group that received the combined message. Parents of the combination group chose water more often than the first group.
Based on these choices, the authors estimated that children in the combination group consumed 22% less sugar than the average for children aged 2-5 years. In an exit poll, the authors write that parents in both intervention groups are also unlikely to “significantly” trust the fruit drink brand.
Researchers are “the first to demonstrate the effectiveness of counter messages delivered only through social media, and the first to specifically target infant consumption of sweet drinks. “.As a result of this study, the researchers also created Social media counter marketing toolkit It can be used by anyone to campaign against the purchase of fruit drinks for children.
As Executive Director of Health food usa Krieger has a broad background in the development and evaluation of community-based chronic disease prevention programs, including activities in public health-Seattle and King County, to help curb the consumption of sweet fruit drinks. I hope it will be widely used.
“For me, there is no point in doing research unless it applies to changes in the world, so we formed an advisory group and created a plan to reach out and encourage toolkits and national organizations. To use, “said Krieger.
Co-authors include Tehun Kwon, who worked on his research as a graduate student in economics at the University of Washington. Rudy Ruiz of Interlex, a multicultural advocacy marketing agency in San Antonio. Lina Pinero Walkinshaw Show, UW School of Public Health Clinical Instructor. Jiali Yan and Christina Roberto of the University of Pennsylvania. This study was funded by the Robert Wood Johnson Foundation’s Healthy Eating Research Program. The Arcola Foundation, the Delta Dental Foundation in Washington.
For more information, see Dr. Please contact Krieger. firstname.lastname@example.org..
Countermarketing based on anti-smoking campaigns reduces buying of sugary ‘fruit’ drinks for children Source link Countermarketing based on anti-smoking campaigns reduces buying of sugary ‘fruit’ drinks for children