Relevance of the Aboriginal Rethink Sugary Drink media campaign to Aboriginal and non-Aboriginal audiences in regional Victoria.

Publisher: Elsevier Country of Publication: United States NLM ID: 9611095 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 1753-6405 (Electronic) Linking ISSN: 13260200 NLM ISO Abbreviation: Aust N Z J Public Health Subsets: MEDLINE

Publication: 2023- : [New York] : Elsevier
Original Publication: Canberra, ACT : Public Health Association of Australia, [1996-

Health Promotion* ; Mass Media* ; Social Marketing* ; Sugar-Sweetened Beverages*/adverse effects; Humans ; Advertising ; Cross-Sectional Studies ; Culturally Competent Care ; Health Knowledge, Attitudes, Practice ; Public Health ; Surveys and Questionnaires ; Australian Aboriginal and Torres Strait Islander Peoples ; Victoria

Objective: To test the hypothesis that a culturally tailored sugar-sweetened beverage (SSB) campaign designed specifically for the Victorian Aboriginal community will not only be valuable for Aboriginal Victorians but will also have cross-over benefits for non-Aboriginal Victorians.
Methods: An online survey was completed by 155 Victorians (78 Aboriginal, 77 non-Aboriginal) four months after the Aboriginal Rethink Sugary Drink (RSD) advertisement was launched. Differences between Aboriginal and non-Aboriginal respondents were assessed using χ2 and Wilcoxon rank-sum tests.
Results: Seventy-six per cent of Aboriginal respondents recalled seeing the advertisement compared to 56% of non-Aboriginal respondents (p<0.05). A high proportion of respondents (59% for Aboriginal, 55% for non-Aboriginal) who had seen the advertisement correctly identified the sugar content of a 600mL drink. The perceived relevance of the advertisement was high (78% for Aboriginal vs. 47% for non-Aboriginal; p=0.003), as was the response that it motivated action to improve health (82% vs. 50%; p=0.001).
Conclusion: Notwithstanding the small sample size, the Aboriginal advertisement appeared to engage both Aboriginal and non-Aboriginal Victorians and promote SSB knowledge and motivation to improve health, particularly among Aboriginal Victorians, who were the target population. Public health campaigns should be designed with Aboriginal Australians to ensure equitable reach and impacts across the whole population. Implications for public health: Aboriginal-led health promotion campaigns may be beneficial for both Aboriginal and non-Aboriginal audiences.
(© 2021 The Authors.)

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Victorian Aboriginal Community Controlled Health Organisation; Cancer Council Victoria; Heart Foundation; Diabetes Australia; Kidney Health Australia; Dental Health Services Victoria; Australian Dental Association

Keywords: Aboriginal health; Indigenous health; nutrition; social marketing; sugar-sweetened beverages

Date Created: 20210405 Date Completed: 20210621 Latest Revision: 20240306

20240306

10.1111/1753-6405.13086

33818842