70 M. Pickford

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Evaluation of the LiveLighter‘‘Sugary Drinks’’ mass mediacampaign

Belinda Morley 1,∗, Philippa Niven 1,Helen Dixon 1, Melanie Wakefield 1,Maurice Swanson 2, Maria Szybiak 2,Trevor Shilton 2, Steve Pratt 3, TerrySlevin 3

1 Cancer Council Victoria,Melbourne, VIC, Australia2 Heart Foundation WesternAustralia, Subiaco, WA, Australia3 Cancer Council Western Australia,Perth, WA, Australia

Background: The Western Australian 2013—14LiveLighter ‘‘Sugary Drinks’’ campaign graphicallydepicts visceral fat around vital organs and focuseson the contribution of sugar-sweetened beverage(SSB) consumption to the development of toxicfat and ultimately disease. The evaluation aimedto measure campaign recall and appraisal andto determine the population impact on beliefs,intentions and behaviour with regard to SSB con-sumption. Also, to monitor potential unintendedconsequences of the campaign.

Method: A cohort design with a pre-campaigntelephone survey of a representative sample of WAadults aged 25—49 (N = 1504), repeated followingthe launch (N = 822) and two months later (N = 557).A nonpretested sample (N = 508) was incorporatedto control for test effects. Multivariate logisticregression models accounting for repeated meas-ures were tested.

Results: Campaign awareness of 70% was main-tained despite reduced TARPs. Obese adults weremore likely to be aware of the ad (80% cf. 64%),and overweight or obese adults were more likelyto perceive it as self-relevant (67% cf. 29%), reporta negative emotional response (44% cf. 26%) andrate it higher on measures of perceived effective-ness. The campaign was associated with increasedawareness of the health consequences of excessconsumption of SSB (67% cf. 88%). Despite noevidence of increased intentions to reduce con-sumption, there was evidence of reduced SSB intakeamong overweight respondents (54% cf. 47%). Therewas no increase in endorsement of stereotypes ofoverweight individuals.

Conclusion: Population reach comparesfavourably with other obesity prevention cam-paigns locally and internationally. The campaignperformed well on outcomes previously associ-

ated with health-related intention and behaviourchange, particularly among those most at risk ofweight-related health problems. Further evidencethat the campaign reached and resonated with thetarget group is found in greater campaign aware-ness among obese adults and reduced intake of SSBamong those overweight or obese. The campaigndid not unintentionally stigmatise overweightpeople.

http://dx.doi.org/10.1016/j.orcp.2014.10.128

51

Postpartum stress during the earlypostnatal period has long-lastingeffects on metabolic profile in ratdams

Jayanthi Maniam, ChristopherAntoniadis, Margaret Morris ∗

Pharmacology, UNSW Australia,Sydney, Australia

Stress induced during the postpartum periodhas been shown to exert a wide range of adverseconsequences for behaviour, including depression,but less is known regarding the impact of post-partum stress on subsequent risk for metabolicdisorders. Here, we modelled postpartum stressin rats using limited nesting material (LN), andtested the hypothesis that stress during the earlypostnatal period alters food intake, body weightand glucose and insulin homeostasis. Sprague Daw-ley rats were mated and dams were subjected toLN from days 2 to 9 using established protocols[1]. Stressed (LN) dams were compared to controldams (unlimited bedding material) housed simulta-neously in the same facility and maintained on chowdiet. Food intake and body weight were measuredweekly. A glucose tolerance test was conducted at35 days, and dams were culled at 40 days postpar-tum. LN dams showed fragmented maternal caretowards their pups with irregular nursing and eatingbehavior. LN dams had reduced food intake duringlactation, and this persisted at 40 days postpartum(p < 0.05) when they were 12% lighter comparedto control dams (p < 0.05). Stressed LN dams werenot glucose intolerant but fasting glucose levels atcull tended to be higher compared to control dams(p = 0.08) while insulin levels were 50% less thancontrol dams (p < 0.05). This finding suggests thatpostpartum stress induced by LN has long-lastingeffects in reducing food intake and body weight.In addition, LN appears to alter glucose and insulinmetabolism suggestive of altered insulin signaling.