Abstract
Objective: Canada's Sugary Drinks Reduction Campaign aims to increase the awareness, knowledge and understanding among parents of pre-teens and teens about the “why” and “how” of replacing sugary drinks with water. Target Audience: Parents of pre-teens and teens; health professionals and Canadians. Theory, Prior Research, Rationale: Pre-teens and teens aged 9–18 years have the highest percent contribution to sugars in their diets from sugary drinks, followed by adults 19–50 years of age. The consumption of sugars, specifically from sugary drinks, can lead to an increased risk of obesity, type 2 diabetes, and dental caries. Research findings also show that the parents of pre-teens and teens are the key influencers for their sugary drink consumption and the majority of sugary drinks are consumed in the evening and in the home. Description: The Sugary Drinks Reduction Campaign will use the following strategic approach: educate and empower leverages video assets to drive awareness, educate and underline target's control over the behaviour; solution support leverages tactics to remind and support target with ideas and solutions to overcome perceived barriers; and stay “top of mind” by reaching target audience with messaging at key times to secure intention (at home or at purchase decision). Evaluation: The performance measurements will explore the relevance, design, planning, implementation and effectiveness of the campaign, including the collaboration between Health Canada and stakeholders. Aspects of this evaluation will be incorporated into the evaluation of Canada's Healthy Eating Strategy. Conclusions and Implications: Canada's Sugary Drinks Reduction Campaign is one of many initiatives within Canada's Healthy Eating Strategy that supports the government of Canada's commitment to making the healthy choice the easy choice. Funding: None.
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