Alaska Department of Health, Anchorage, AK, USA.
Multnomah County Health Department and Oregon Health Authority Public Health Division, Portland, OR, USA.
Health Promot Pract. 2022 Nov;23(1_suppl):128S-139S. doi: 10.1177/15248399221115763.
Sugary drink consumption by young children is a public health concern. The State of Alaska, partnering with the Alaska Native Tribal Health Consortium, implemented the social marketing campaign in 2019-2021 to encourage parents to serve healthy drinks to young children. The campaign's intended audience was parents who experience disproportionately poor nutrition outcomes: Alaska Native people, those living in rural communities, and those with low incomes and/or educational attainment. We described campaign development, implementation, and performance.
Parents from the identified disproportionately affected populations participated in formative research. Campaign awareness and engagement questions were added to Alaska's child health surveillance system. Regression models assessed associations between campaign exposure and outcomes.
The sample included 476 Alaska mothers of 3-year-old children. Of the 34% who reported seeing the campaign, 21% said they changed drinks served to their child because of the campaign. Campaign awareness, engagement, and reported changes in drinks given to children because of the campaign were greater among Alaska Native mothers than White mothers. Among all mothers, those who said the campaign gave them new information or that they shared the campaign had 7 to 8 times greater odds for reporting changes in behavior than those not engaged with the campaign.
Social marketing campaigns that encourage parents to serve healthy drinks to young children may change behavior. Resources should be systematically dedicated to research, implementation, and evaluation focused on specific populations. Partnering with trusted community-serving organizations likely improves outcomes in disproportionately affected populations.
儿童含糖饮料的消费是一个公共卫生关注点。阿拉斯加州与阿拉斯加原住民部落健康联盟合作，在 2019-2021 年实施了社会营销活动，鼓励父母为幼儿提供健康饮料。该活动的目标受众是那些经历营养状况明显较差的父母：阿拉斯加原住民、居住在农村社区的父母、收入和/或教育程度较低的父母。我们描述了活动的开发、实施和绩效。
来自目标群体的父母参与了形成性研究。在阿拉斯加州儿童健康监测系统中增加了有关活动意识和参与度的问题。回归模型评估了活动暴露与结果之间的关联。
该样本包括 476 名 3 岁幼儿的阿拉斯加母亲。在报告看到活动的 34%的母亲中，有 21%表示因为活动改变了给孩子提供的饮料。与白人母亲相比，阿拉斯加原住民母亲更有可能意识到活动、参与活动，以及报告因活动而改变给孩子提供的饮料。在所有母亲中，那些表示活动提供了新信息或他们分享了活动的母亲，其报告行为改变的可能性是未参与活动的母亲的 7 到 8 倍。
鼓励父母为幼儿提供健康饮料的社会营销活动可能会改变行为。应该有系统地投入资源进行研究、实施和评估，重点关注特定人群。与值得信赖的社区服务组织合作可能会改善处境不利群体的结果。
