Thirsty Eyes - A social media campaign to raise awareness of sugar consumption targeted at young people
PHE ePoster Library. Parker W. Sep 12, 2018; 221417; 49
Wendy Parker
Wendy Parker
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Abstract Aim: To define and deliver a targeted social media campaign providing strong, educational messages, delivered through creative and engaging communications to 15-18 year olds in Bristol. Background: Sugar Smart Bristol was launched in January 2017 aiming to raise awareness of sugar and encourage individuals to reduce their sugar consumption. It is part of a wider Sugar Smart UK campaign, but is an exemplar programme. The campaign has been successful at reaching adults and families, but a gap was identified for young people who are starting to make their own decisions about food. Methodology: The selected provider ran focus groups with young people and attended a 'young people's city hall take-over' to gather information about where they obtain information and formats preferred. Short videos and static images were developed and posted on a variety of social media channels. Flexible media spend enabled the best results. Results: Analytics were restricted to Bristol. Results show > 64,000 views and >360,000 impressions on YouTube; 14,096 views and >101,000 impressions on Instagram. Over 70% YouTube views were by 18-24 years and over 22% by 13-17 year age groups with an equal split between males and females. Conclusion: Results indicate social media is an effective way to reach young people. Further evaluation is needed to fully understand the impact, but if only 1% of the 64,000 have changed their 'sugary drink' habits, it is beneficial. External funding details A grant of £5000 was obtained from Sustainable Cities Food Network. Over £10,000 worth of work in kind by the provider.
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