Last year, Children’s Healthcare of Atlanta released a highly controversial anti-obesity ad campaign aimed at parents of overweight and obese children. While the ads were meant to draw attention to the childhood obesity epidemic, their effectiveness was called into question by many parents and health experts, myself included. The intentions of CHOA may have been good, but the campaign seemed much more likely to increase stigmatization against overweight children and make them feel ashamed of their bodies, rather than encourage healthy habits.
Here is an example of one of their ads, in case you missed it.
In response to this campaign, Rebecca Puhl, PhD, director of research and weight stigma at the Rudd Center for Food Policy and Obesity at Yale stated , “Messages that focus on promoting specific health behaviors are likely to be more effective” than messages focused on weight.
Which is exactly what Contra Costa County is doing with their newly released ad campaign:
For several reasons, I love this campaign.
First, as mentioned above, it focuses on a single health behavior, reducing children’s consumption of sugary drinks.
Second, it is clearly targeting juice ‘drinks’, as opposed to soda (which most parents know isn’t healthy). Juice products, even those with added sugar and artificial sweeteners, have developed a health halo in America, thanks in part to some strategic marketing by the food and beverage industry. Sure, a small amount of 100% juice is fine for kids every once in awhile, but juice provides a high amount of calories packed into a small portion and lacks the fiber and nutrients that whole fruit provides.
I also like that the campaign mentions all of the issues associated with over-consumption of sugary drinks including cavities, weight gain, and chronic disease.
While the effectiveness of mass media public health campaigns varies, at least this sets a positive example for other organizations looking to develop something similar for their own communities.