6/3/2014 - ChangeLab Solutions · 6/2/2014 · 6/3/2014 5 17 "There is no reason to give a child a...
Transcript of 6/3/2014 - ChangeLab Solutions · 6/2/2014 · 6/3/2014 5 17 "There is no reason to give a child a...
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Spoons Full of Sugar:
How the Beverage Industry
Markets Sugary Drinks to Youth
Photo Credits: http://www.flickr.com/photos/58847482@N03/6184806262/sizes/l/
http://commons.wikimedia.org/wiki/File:Kids_with_Education_Tablet_Computers.jpg
Purpose:
• Give an overview of sugary drink marketing practices
that target youth
• Provide presentation materials that public health
advocates can use in their own work
How to use:
• Public health advocates are welcome to incorporate
any of the following slides into their own presentations
• The notes section of each slide contains background
information and analysis where necessary
• Full citations are listed at the end of the presentation
• Please give ChangeLab Solutions credit for slides
and analysis if you use any of these slides
About this Presentation
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• Background: Sugary
drinks and youth
• Youth-directed marketing
practices
• Targeting African
American and Latino
youth
• Tangible solutions to
targeted marketing
Topics
3 Photo Credit: Creative Commons Flickr/jpellgen: https://www.flickr.com/photos/jpellgen/6933927080/
BACKGROUND:
SUGARY DRINKS AND YOUTH
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WHAT IS A SUGARY DRINK?
Photo Credit: Creative Commons license Flickr/jpellgen http://www.flickr.com/photos/setatum/4930781965/ 6
2 – 11 years 12 – 17 years
YOUTH
CHILD TEEN
DIETARY RECOMMENDATIONS
Youth should not
consume more than
3 – 8 teaspoons of
added sugar per day
Source: Johnson et al. 2009
Photo Credit: © ChangeLab Solutions
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Maximum daily added
sugar intake for children
Regular soda
Energy drinks
Fruit drinks
Iced tea
Sports drinks
Flavored water Background
Sources: Harris et al. 2011; Johnson et al. 2009
Children and 12-oz Sugary Drinks
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Maximum daily added
sugar intake for teens
Regular soda
Energy drinks
Fruit drinks
Iced tea
Sports drinks
Flavored water Background
Sources: Harris et al. 2011; Johnson et al. 2009
Teens and 12-oz Sugary Drinks
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Children and teens, especially
those who are African
American, Latino, and low-
income, are drinking a
disproportionate amount of
sugary drinks
Photo Credit: Creative Commons Flickr/BenRoffer
Daily Consumption of
Sugary Drinks
11 Background
70%
55%60%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2-19 years 20+ years
Males Female
Source: Ogden et al. 2011 12
Race and Sugary Drink Consumption
in Children Under 2
Source: African American Collaborative Obesity Research Network 2011
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Calories consumed from SSBs
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Daily Calories from Sugary Drinks
Source: Ogden et al. 2011
HEALTH CONSEQUENCES OF
SUGARY DRINKS
Photo Credit: Wikipedia: http://upload.wikimedia.org/wikipedia/commons/e/ee/Blood_Glucose_Testing_-_Kolkata_2011-07-25_3982.JPG
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“Because of the increasing
rates of obesity, unhealthy
eating habits and physical
inactivity, we may see the first
generation that will be less
healthy and have a shorter
life expectancy than their
parents.”
Former Surgeon General
Richard Carmona
Source: American Heart Association 2014
Photo Credit: http://en.wikipedia.org/wiki/Richard_Carmona
YOUTH-DIRECTED
MARKETING PRACTICES
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"There is no reason to give a child a soda or
sugar-sweetened drink. Teens drink these
beverages because they taste good, give an
energy boost and they feel cool drinking
them. The powerful influence of marketing
and the targeting of young people cannot
be ignored here."
Samantha Heller,
Clinical Nutrition Coordinator
at the Center for Cancer Care, Griffin Hospital
Source: ChangeLab Solutions 2012
Photo Credit: ChangeLab Solutions
How do soft drink marketers target youth?
Each Year, the Beverage Industry
Spends:
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$516 million on
youth-directed marketing
Source: Federal Trade Commission 2012
Photo Credit: http://hometestingblog.testcountry.com/?tag=teen-soda
Types of Beverage Marketing
19 Source: Federal Trade Commission 2012
213 ads
277 ads
406 ads
0
50
100
150
200
250
300
350
400
450
Preschoolers (2-5 years)
Children (6-11 years) Teens (12-17 years)
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Sugary Drink and Energy Drink
Television Commercials Seen by
Youth per Year
Marketing Practices Source: Harris et al. 2011
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Rapid Growth in New Media
Photo Credit: Creative Commons License Flickr/Aperturismo http://www.flickr.com/photos/aperturismo/4488250788/sizes/l/ 22
Digital Marketing
Photo Credit: © 2014 ChangeLab Solutions
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Mobile Media and Social Media
Marketing
Marketing Practices Photo Credit: Screenshot of Pepsi’s Twitter feed on http://www.twitter.com/pepsi
24 Marketing Practices
Celebrity
Endorsements
Source: http://www.rick.com/wp-content/uploads/2013/07/Pepsi.jpg
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TARGETING
AFRICAN AMERICAN AND
LATINO YOUTH
How do Companies Target African
American Youth?
26 Source: ChangeLab Solutions 2012
Photo Credit: Screenshot from http://www.sprite.com/basketball/sprite-dunk-gallery/
• Feature African American
spokespeople
• Sponsor:
- Basketball and streetball
events
- Hip-hop music tours
- Black History Month essay
contests
• Launch culturally specific
campaigns
• Target African American moms
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• Sponsor community soccer
events
• Latino celebrities
• Latin pop music
• Spanish language
• Bicultural themes that play
on the mix of cultures and
language
• Provide Spanish-language
book covers to “Hispanic-
designated” elementary schools
Source: ChangeLab Solutions 2014
Photo Credit: © 2014 ChangeLab Solutions
How do Companies
Target Latino Youth?
Targeted Television Advertising
• Every day, African
American children see 81
percent more ads for
sugary drinks and energy
drinks on television than
white children
• Every day, African
American teens see 90
percent more ads for
sugary drinks and energy
drinks on television than
white children
Source: Harris et al. 2011
Photo Credit: Creative Commons License http://media.fooducate.com/blog/posts/Junk-Food-Commercial.jpg
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• Low-income Latino neighborhoods
have nine times the density of
unhealthy food and beverage
advertising than high-income White
neighborhoods
• Low-income African American
neighborhoods have six times the
density of unhealthy food and
beverage advertising than high-
income White neighborhoods
Source: Yancy et al. 2009
Photo Credit: © 2014 ChangeLab Solutions
African American and Latino
Communities Are Flooded
with Advertisements
Why do Companies Target
African American and
Latino Youth?
30 Photo Credit: © 2014 ChangeLab Solutions
TANGIBLE SOLUTIONS
Voluntary Pledges
32 Tangible Solutions Source: Kunkel et al. 2013
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Celebrity Marketing
Example:
The Drink Water campaign was founded by professional snowboarders
and encourages youth to drink water, rather than sugary drinks.
Photo Credit: Screenshot from http://www.wedrinkwater.com/pages/reason
34 Tangible Solutions
Incentivize Change
35 Tangible Solutions
Policy Solutions
For more information, visit:
www.changelabsolutions.org
Image Credit: © 2014 ChangeLab Solutions
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RESOURCES
SOURCES & ATTRIBUTIONS
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Andreyeva T, et al. 2011. “Exposure to Food Advertising on Television: Associations with Children’s Fast Food and Soft Drink Consumption and Obesity.” Economics & Human Biology 9(3): 221-233.
Armugam N. 2013. “White House Removes Petition Demanding Pepsi Spokesperson Beyonce Ousted From Inauguration Lineup. ” Forbes. Available online at: http://www.forbes.com/sites/nadiaarumugam/2013/01/20/white-house-removes-petition-demanding-pepsi-spokesperson-beyonce-ousted-
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