food matters live (final)d3hip0cp28w2tg.cloudfront.net/uploads/2016-12/tackling...“the debate...

SUGAR & SOCIAL MEDIA 24th November 2016

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Food Matters Live The Use of Social Media in the Sugar Debate


The Issue

“More than two-thirds of adults and, by the time they leave primary school, one in three children are carrying excess weight. Improving diet and specifically rebalancing calorie intake must be a top priority. !Evidence shows diet and obesity related diseases including cardiovascular disease and some cancers cost the NHS alone at least 11 billion pounds per year, and are major contributors to health inequality, with the most deprived being most at risk.” !Public Health England - Responding to the Sugar Challenge


The Issue

Key points !• The UK is currently facing a childhood obesity epidemic, with almost 1 in 5 children leaving primary school obese !• Only 1 in 5 parents say they received useful information or support from the National Child Measurement Programme (NCMP) !• Less than a third of children in England are achieving recommended activity levels

• 4 in 5 parents support introducing a daily hour of active ‘fun and play’ in primary schools

• Three quarters of parents support stronger regulation of junk food advertising online

• Sugary drinks account for 30% of 4-10 year olds’ daily sugar intake

• A tax of 20p per litre could prevent or delay 200,000 cases of obesity in the UK


Simplifying the MessageGlobal Issue

Source: World Obesity Federation


Approach

Looked at: !• Government • Public health bodies • Health practitioners • Industry representatives • Activists • Bloggers • Media • Retailers


Constituent Parts of the Dialogue

• Awareness • Information • Representation • Activism


Awareness


Simplifying the Message


Dispatches


Thank you

Extending the Dialogue


Building a Consensus and Deepening Understanding


Another Approach…


Another Approach…

Viewed by 2,671,722 people on YouTube


Information


Sugar - The Usual Suspects


Sugar Sources - Adults


Sugar Sources - Children


Government’s Sugar Smart App

Academic research (John Milton Adams et al, Appetite 83 (2014) 10–18) had shown that visualising sugar helped reduce attraction to sugary drinks. PHE responded to this by visualising the amount of sugar in different products featured in the campaign creative and created the Sugar Smart app, which allowed families

to see the sugar in thousands of products, simply by scanning the barcode.


Government’s Sugar Smart App

“Change4Life's Sugar Smart app has topped 1million downloads, and remained in the top ten most downloaded apps in the UK across

Android and iOS.” Campaign 16th January 2016 !

Public Service Communications Excellence Awards 2016 Platinum Award winner Public Health England Change4Life Sugar Smart


BBC’s Invitation to Comment - Illustrating the Levels of Debate


Australian Broadcasting Corporation - Deepening Understanding


Australian Broadcasting Corporation - Beyond the Usual Suspects


Representation !


Fighting the Industry’s Corner


“The introduction of a price increase of 10-20% on high sugar drinks and snacks, through the use of a tax or levy, was one of the eight key recommendations made by Public Health England. This was based on the emerging evidence of the impact of such measures in other countries such as Mexico. Following the introduction of a 10% tax on sugar sweetened drinks, the country saw an overall average 6% reduction in purchases of such drinks in 2014.” !Sugar Smart City: Report of the debate and action plan, Harriet Knights, Healthy Catering Project Officer, Brighton & Hove Council

Mexico - A Case in Point


Thank you

Industry Playing Its Part in the Solution


Activism


The Voice We All Know


Multi-Dimensional Approach


A Voice That’s Heard

On May 20, Jamie led a global celebration called Food Revolution Day. After kick-starting a relay of live videos on his own Facebook page, Jamie shared cooking demonstrations, advice, and discussion. He then handed the relay over to the first of ten other countries across six continents - the marathon broadcast attracted over 50 million people around the world and broke the record for the longest-ever Facebook Live campaign!

https://www.facebook.com/jamieoliver


Action on Sugar


British Dental Association - The Professionals’ Perspective


Diabetes UK - Sharing Responses


Diabetes UK - Aggregating the Response


Illustrating the Difference


A CASE STUDY


Programme objectives: !!• Increase awareness of sugar, particularly hidden sugars in everyday food and drink, and ways people can modify their intake !!• Engage local schools, food outlets, retailers and others on sugar reduction !!• Obtain views on where, and how, action on sugar should be taken, exploring actions for the general population, schools and food outlets !!• Engage residents and outlets in the conversation about a sugar levy.

Sugar Smart - Brighton & Hove


Sugar Smart City


“The debate achieved significant local, regional and national interest following a partnership with the Jamie Oliver Food Foundation and the promotion of Sustain and Jamie Oliver’s Children’s Health Fund and a voluntary sugary drinks levy. !News articles appeared in the Guardian, Independent, Argus, Latest and Brighton & Hove News. There were national TV interviews and segments on ITV’s Good Morning Britain and BBC’s The One Show. Regional coverage included pieces on BBC SE and ITV Meridian. The debate received national radio coverage, including interviews on Radio 2 and Radio 5 Live, and received regional coverage on Juice FM and Heart FM. !Three #hashtags (primarily #SugarSmartCity, but also #SugarSmart and #SugarSmartBrighton) were used by over 100 organisations and individuals and there were over 200 tweets during the debate. Those that tweeted about the debate had a combined following of of over 1,000,000. Facebook posts reached up to 3700 people and generated conversation. !The ‘Balfour Sugar Detectives’ film was made with pupils from Balfour Primary school, and Jamie Oliver put together a short film pledging support for the initiative. Both films were utilised by the press and to enhance campaign reach on social media. !The media campaign generated a total of 2331 visits to the Sugar Smart webpage by 1790 users during the debate.”

News & Media Coverage - Including Social Media


Sugar Smart City - Tracking On-Going Responses


Thank you

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