你不会吃 16 茶匙的糖——那为什么要喝呢？澳大利亚原住民和托雷斯海峡岛民对“LiveLighter 含糖饮料运动”的反应。

You wouldn't eat 16 teaspoons of sugar-so why drink it? Aboriginal and Torres Strait Islander responses to the LiveLighter sugary drink campaign.

机构信息

The Victorian Aboriginal Community Controlled Health Organisation, Collingwood, Vic., Australia.

Cancer Council Victoria, Melbourne, Vic., Australia.

出版信息

Health Promot J Austr. 2019 Apr;30(2):212-218. doi: 10.1002/hpja.196. Epub 2018 Sep 19.

DOI:10.1002/hpja.196

PMID:30144362

Abstract

ISSUE ADDRESSED

The reach and impact of the LiveLighter and Aboriginal sugar-sweetened beverage (SSB) advertisements among Aboriginal and Torres Strait Islander adults.

METHODS

The Aboriginal SSB advertisement launched online in January 2015 and aired on NITV in October/November 2015 as part of the Government-funded LiveLighter campaign. The advertisement was developed in Victoria and featured members of the Victorian Aboriginal community. Another LiveLighter advertisement targeting the general population was broadcast over the same period. Online surveys were completed by 150 Aboriginal and/or Torres Strait Islander adults in November/December 2015.

RESULTS

Around half of respondents reported seeing either the Aboriginal (47%) or the LiveLighter (56%) SSB advertisement, and the proportion was significantly greater in Victoria (Aboriginal: 60%, LiveLighter: 66%) than other states/territories (Aboriginal: 29%, LiveLighter: 43%). Compared to the LiveLighter advertisement, the Aboriginal campaign was seen to be more believable, to be more relevant and to have an important message for the Aboriginal community (P < 0.001). Participants from Victoria were significantly more likely to identify the sugar content of regular soft drink, compared with those from other states/territories (68% vs 40%, P < 0.001). Sixty per cent of participants who had seen the Aboriginal SSB advertisement reported they drank less SSBs compared with 48% of those not exposed, though the difference was not statistically significant (P > 0.05).

CONCLUSIONS

Results suggest the Aboriginal advertisement resonated with Aboriginal and Torres Strait Islander people and impacted knowledge about the sugar content of SSBs, particularly in Victoria where the campaign originated. SO WHAT?: This study highlights the importance of Aboriginal and Torres Strait Islander-led health promotion campaigns and tailoring health messages to the local Aboriginal and/or Torres Strait Islander community.

摘要

问题

LiveLighter 和澳大利亚原住民含糖饮料（SSB）广告在原住民和托雷斯海峡岛民成年人中的影响力和传播范围。

方法

2015 年 1 月，澳大利亚原住民 SSB 广告在网上发布，并于 2015 年 10 月至 11 月在政府资助的 LiveLighter 活动中在 NITV 播出。该广告是在维多利亚州开发的，由维多利亚州的澳大利亚原住民社区成员参与制作。同时在同一时期播出了另一则针对普通民众的 LiveLighter 广告。2015 年 11 月至 12 月，共有 150 名原住民和/或托雷斯海峡岛民成年人完成了在线调查。

结果

大约一半的受访者报告说看到了澳大利亚原住民（47%）或 LiveLighter（56%）的 SSB 广告，而在维多利亚州（澳大利亚原住民：60%，LiveLighter：66%）看到广告的比例明显高于其他州/地区（澳大利亚原住民：29%，LiveLighter：43%）。与 LiveLighter 广告相比，澳大利亚原住民活动被认为更可信、更相关，对澳大利亚原住民社区有重要意义（P<0.001）。与其他州/地区的参与者相比，来自维多利亚州的参与者更有可能识别出普通软饮料的含糖量（68%比 40%，P<0.001）。与未接触该广告的人相比，60%看过澳大利亚原住民 SSB 广告的参与者表示他们饮用 SSB 的量减少了，尽管这一差异没有统计学意义（P>0.05）。