Children in England were having around 2, sugar cubes more than they should each year, more than double the maximum recommended amount.
This fat can cause weight gain and serious diseases like type 2 diabetes, which people are getting younger than ever before, and heart disease and some cancers.
Too much sugar can also cause painful tooth decay. Most of the sugar children are having comes from sugary drinks, confectionery, biscuits, cakes, desserts, higher-sugar breakfast cereals and higher-sugar yoghurts.
In September Change4Life ran further activity to build on the success of the January campaign. There can be a lot of sugar in the products our children consume, and going back to school is the perfect time to cut down by making one or two simple swaps to lower sugar cereals, yoghurts, drinks and snacks during key moments of the school day; at breakfast, in lunch boxes and after school.
The campaign looked to engage parents through partner activity, VoD, out of home advertising and online advertising. What we Do Find out more about our programme of work and our priorities. Policy Change Explore our work on influencing policy both locally and nationally. Campaigns Discover our range of campaigns to promote behaviour change. Research Find out more about our research to understand and explore the food environment. Events Get up to speed with our past conferences and events programme.
Despite these limitations, this study is the only systematic evaluation of any elements of C4L, therefore is of importance for policy makers and researchers. This study indicates that although awareness of C4L was high, the campaign materials had little impact on attitudes or behaviours. There were some interesting differences in how lower and higher SES groups reacted to the intervention, with the latter showing some evidence of adverse effect.
It is possible that there were wider benefits of the campaign, which were not captured in the outcomes used in this study, through obesity issues being raised up the national agenda. These disappointing findings suggest that future social marketing campaigns in the childhood obesity area should focus on a smaller range of behavioural targets, be specific about who is being targeted i.
Because so few studies have evaluated obesity prevention campaigns, this is an important area to develop measures and methods to enhance our understanding of their effects. Health Survey for England Trend tables. Google Scholar. Department of Health: Healthy weight, healthy lives: A cross-government strategy for England. Department of Health: Change4Life marketing strategy. Department of Health: Healthy weight, healthy lives: Consumer insight summary. Public Health. Article PubMed Google Scholar.
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Childhood Obesity Community Trial. Am J Health Behav. Sweet SN, Fortier MS: Improving physical activity and dietary interventions with single or multiple health behaviour interventions?. Psychol Bull. J Health Psychol. Download references. We would like to thank the families and children who took part in this research.
The study was funded by the Department of Health. You can also search for this author in PubMed Google Scholar. Correspondence to Helen Croker. JW conceived of the study, participated in study design, provided overall supervision for the trial and contributed to writing the manuscript. All authors read and approved the final manuscript. This article is published under license to BioMed Central Ltd. Reprints and Permissions.
Croker, H. BMC Public Health 12, Download citation. Received : 26 September Accepted : 25 April Published : 06 June Anyone you share the following link with will be able to read this content:.
Sorry, a shareable link is not currently available for this article. Provided by the Springer Nature SharedIt content-sharing initiative. Skip to main content. Search all BMC articles Search. Download PDF. Abstract Background Social marketing campaigns offer a promising approach to the prevention of childhood obesity. Results 3, families completed baseline questionnaires and follow-up data were obtained from 1, families Conclusions The C4L campaign materials achieved increases in awareness of the campaign, but in this sample had little impact on attitudes or behaviour.
Background Childhood obesity is a major public health issue; data from the Health Survey for England indicated that in , Methods Description of the social marketing intervention The campaign has been outlined in detail [ 3 ], but is described briefly here. Design of evaluation study and participants The study ran from summer to summer , as such the study was carried out during implementation of the national campaign.
Table 1 Summary of outcome measures used in the study Full size table. Results Participants Baseline characteristics of the sample are outlined in Table 2 and a flowchart of participants through the study is shown in Figure 1. Table 2 Baseline characteristics of the sample Full size table. Figure 1. Full size image. Table 3 Awareness of the campaign Full size table. Table 4 Post-treatment attitudes and behaviour in the intervention and control groups by social class Full size table.
Figure 2. Table 5 Qualitative feedback regarding the campaign Full size table. Table 6 Baseline characteristics of participants in the intervention group engaged vs. Figure 3. Summary of results and comparison with other studies Awareness of C4L, despite being high at baseline, increased more in the intervention group. Strengths and limitations C4L was launched in January , and study recruitment began in the summer of , so contamination of the control group is a potential issue.
Conclusions This study indicates that although awareness of C4L was high, the campaign materials had little impact on attitudes or behaviours. Endnotes a We use the term parents to include carers for economy of space.
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