Rethink your drink: Development of a social marketing campaign to reduce intake of sugar-sweetened beverages among school-age children


Rethink your drink

Sugar-sweetened beverages, such as soft drinks, juice drinks, flavored waters, electrolyte replacement beverages, and sweetened teas and coffees, represent a considerable component of the US diet. These beverages are of concern for several reasons including their association with childhood overweight/obesity and their potential to displace more healthful beverages (e.g., low-fat milk, 100% juice and water).

There have been many efforts undertaken to make sugar-sweetened beverages less available at school. These efforts are reflected in federally mandated school wellness policies as well as the Clinton Foundation's successful negotiations with the American Beverage Association.

The purpose of this study is to build on these environmental changes and develop a multi-faceted campaign, based on the principles of social marketing, that will lead to a reduced intake of sugar-sweetened beverages among school-age children participating in the Supplemental Nutrition Assistance Program (SNAP).

Toward that end, formative research will be conducted with SNAP participants to determine the campaign messages, materials and approaches. In addition, an evaluation plan will be developed and community partnerships will be established in anticipation of implementing the campaign.