Background and Context:
The consumption of sugar sweetened beverages is associated with increased energy intake and in turn, weight gain and obesity. It is well established that obesity is a leading risk factor for type 2 diabetes, cardiovascular disease and some cancers. Australians are among the biggest consumers of sugary drinks in the world, with consumption highest among young adult males.
Aim By highlighting the amount of sugar in sweetened beverages the Rethink campaign aims to encourage Australians to rethink their sugary drink consumption and switch to water, reduced-fat milk or other unsweetened options.
Aim:
By highlighting the amount of sugar in sweetened beverages such as soft drink, energy drinks and sports drinks, the Rethink campaign aims to encourage Australians to rethink their sugary drink consumption and switch to water, reduced-fat milk or other unsweetened options.
Strategy/Tactics:
The campaign was launched with a position statement, website, online video, and PR/media event. With very limited budget, the video was taken from the New York City Department of Health and tailored to an Australian audience. The campaign has sustained momentum through continuous proactive public relations and social media activities, and partnerships with other leading Australian health organisations.
Programme/Policy Process:
Rethink Sugary Drink is a partnership between Cancer Council, Diabetes Australia and the National Heart Foundation. Since launching the campaign in early 2013, other leading health organisations have come on board as official supporters.
Outcomes/What was learned:
Despite an extremely minimal budget, the campaign has received a huge response from media and the public, with continuous support in the form of positive media stories, and requests for information from members of the public and health and community organisations around the country. Partnering with other like-minded agencies has enabled a united and uniform voice amongst key NGOs, and added weight to the Rethink brand.