Impact of National Change4Life Campaign on Child Sugars Intake: Qualitative Findings.
PHE ePoster Library. Gardner G. Sep 12, 2019; 274311; 121
Grace Gardner
Grace Gardner
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Abstract
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Abstract Background The pandemic of childhood obesity and high prevalence of dental caries amongst children worldwide can be attributed to Free Sugars (FS) intake. A Change4Life ‘Sugar Smart' campaign was launched in 2016 by Public Health England, targeting a reduction in FS intake. The aim of this research was to evaluate the impact of the campaign on parental awareness of sugars, and any impact on their child's sugars intake, one-year later.
Methods
44 participants were contacted to participate in this qualitative analysis. Participants included parents of children aged 5-11 years old, from a range of ethnicities, socioeconomic-classes and geographical locations across England. One-to-one semi-structured telephone interviews were conducted, digitally recorded, transcribed verbatim, and thematically coded using NVivo 11.0 software. The constant comparative technique was used along with the Framework data analysis approach.
Results
Data saturation occurred at 27 interviews. Analysis identified a raised awareness of child sugars intake, and of sugars in general, by parents and children. The issue of ‘hidden sugars' was a reported barrier to reducing child sugars intake, which was exposed through participants' use of the specially-developed novel smartphone app. Positive reported changes in household shopping behaviours included a reduction in ‘sugary' drinks and breakfast cereals purchases.
Conclusions
The national Change4Life ‘Sugar Smart' campaign was helpful in raising parental awareness of the health impacts of FS, and the majority of parents perceived their child's sugars intake to have decreased, one-year post-campaign. However, a more integrated approach is required to increase the impact and sustainability of future health-marketing campaigns. External funding details
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