The H30 Challenge. VicHealth is a pioneer in health promotion the process of enabling people to increase control over and improve their health.

Transcription

1 Victorian Health Promotion Foundation The H30 Challenge Water Initiative Evaluation Victorian Health Promotion Foundation VicHealth is a pioneer in health promotion the process of enabling people to increase control over and improve their health. 1

2 VicHealth s Action Agenda The Action Agenda has a 10 year vision focusing on the following imperatives 3 Victorian Health Promotion Foundation About the H30 Challenge 2

3 Switching sugary drinks for water Our whole program is about the decrease in consumption of sugary drinks. 5 Why? What s the issue? Nearly two-thirds of Victorians are currently overweight or obese and this number is predicted to rise. Sugary drinks are contributing to levels of obesity in the population. Sugary drinks are the largest source of added sugars in the Australian diet. Removing these from the everyday diet will vastly improve health outcomes and help reduce preventable disease arising from obesity. 6 H30 Challenge 3

4 Target Audience Who are we trying to influence? Victorians aged are the highest consumers of sugary drinks. Males and low SES groups are more likely to be high consumers of SSBs Victorians aged 18-24, skewed towards low SES backgrounds also are a focus 7 H30 Challenge Victorian Health Promotion Foundation H30 Challenge campaign 4

5 Campaign platform 9 Signing up to the Challenge Cans v mls Not everything comes in can > Easier to conceptualise Millilitres is most accurate > if people are having more than one type of drink is useful Daily consumption The website asks for average daily consumption You can help people calculate an average daily consumption Challenge only designed for people who drink at least some sugary drinks 10 5

6 Increased engagement 11 Personalised experience sent twice per week > Tue & Fri SMS Notifications > Mon & Thurs Personalised dashboard is sent within 12 People can sign back into the website, tell us how they re going 6

7 Promoting the H30 Challenge campaign Media and PR Program Workplace engagement Stakeholder relations Sports partnerships - Workplace engagement Stakeholder relations Sports partnerships - Activations and promotions 13 Data collection Media Monitor & Brand Tracker Data collection Online Survey Website stats 14 Water Initiative Evaluation

8 Online survey data collection Pre campaign 507 Post campaign 1000 total, 285 Challenge Post campaign 1600 total, 783 Challenge 15 Campaign results Unique website visits ~ ~ Sign ups Campaign recognition 28% 26% Unprompted message take out 32% 37% 16 8

9 H3O Challenge participants 60% in the right target demographic: Male, Sizeable portion of women, +35, metro, high income, main grocery buyers. 17 Water Initiative Evaluation Our participants are high consumers 10.5 drinks per week drinks per week

10 I have watched a few docos recently about sugar and I really want to cut out all unnecessary sugar. To make a change in myself, my weight is out of control, migraines are becoming almost daily Reasons for signing up to the H30 Challenge ~H30 Challenge 2016 Participants Trying to keep healthy. Previously drank and craved way too much soft drink. Need to keep motivated I love my soft drink at night with dinner and to push myself to drink more water. Always have a Gatorade during/after sport. Just want to see how having water is like. 19 Because I drink way to much sugary drinks, when I do this it puts me down & makes me feel unhealthy I am on the way to an unhealthy lifestyle and I need to change my life around. Knowledge: Sugar content of various types of drinks Underestimation of sugar content for all except energy drinks. No correlation between consumption and misestimate. People who have seen the campaign estimate significantly better

11 Attitudes: Concerned about ill effects on health 21 Behaviours: Reduction in SSB consumption 22 11

12 23 Water Initiative Evaluation We also know 2015 Participants of the H30 Challenge reduced their sugary drink consumption FROM 10.5 drinks per week (average) down to 4.2 (average) 24 12

13 We also know 2016 Participants of the H30 Challenge reduced their sugary drink consumption FROM 12.1 drinks per week (average) down to 1.1 (average) 25 Key Messages Mass media campaign not necessarily more effective Sizeable portion of high SSB consumers looking for impulse to take action Social campaign elements drive engagement 26 Water Initiative Evaluation

14 Acknowledgements VicHealth: Sarah Saunders, Kellye Hartman, Sonya Stanley, Helen Vatzakis Research Partner: Colmar Brunton 27 Water Initiative Evaluation Victorian Health Promotion Foundation Thank you 28 14