NYC CPPW-Obesity Media

ABSTRACT INTRODUCTION: Media was effective in tobacco control and is being tested as a strategy to prevent and reduce obesity in NYC in conjunction with other CPPW policy, system, and environmental change strategies. Initial focus has been on developing hard-hitting sugary drink counter-advertising aimed at reducing sugary drink consumption. METHODS: Loss-framed messages based on psychological reactance theory were developed, tested, placed,and evaluated. RESULTS: Concepts with hard-hitting illustrations of health effects unfamiliar to laypeople were considered most impactful, and common, identifiable behaviors like frequent consumption of sugary drinks over the course of a day. To date, 2 campaigns have been placed: 1) Refresher of a previously-developed sugary drink campaign, including a YouTube video (125,000 views), a print campaign placed on mass transit (64M impressions), and a press release. Over 70 earned media placements were generated. 2) Major sugary drink campaign was placed on television and mass transit and complemented by a press release (63M impressions and a GRP of 75). A street intercept survey conducted among 1200 New Yorkers shown campaign images found that 75% recalled seeing one or more campaign ads; and half reported drinking less sugary drinks than the same time last year. DISCUSSION: These represent the first innovations taking obesity media to the level of tobacco media, reaching millions of New Yorkers with hard-hitting campaigns.