FIND IMPACT FOR ARTICLE

Analyze article and determine social impact





Id : 2010

Author :
Haynes A.; Bayly M.; Dixon H.; McAleese A.; Martin J.; Chen Y.J.M.; Wakefield M.

Title


Obesity prevention and related public health advertising versus competing commercial advertising expenditure in Australia

Reference :


Haynes A.; Bayly M.; Dixon H.; McAleese A.; Martin J.; Chen Y.J.M.; Wakefield M. Obesity prevention and related public health advertising versus competing commercial advertising expenditure in Australia,Health Promotion International 37 6

Link to article https://www.scopus.com/inward/record.uri?eid=2-s2.0-85141981676&doi=10.1093%2fheapro%2fdaac155&partnerID=40&md5=4653647b4d2f3db64781d54a6b17a17a
Abstract Mass media campaigns can change attitudes and behaviours to improve population health. However, a key challenge is achieving share of voice in a complex and cluttered media environment. The aim of this study was to compare advertising expenditure on public health campaigns for obesity prevention (and related healthy eating and physical activity campaigns) with competing commercial categories of (a) sugary drinks, (b) artificially sweetened drinks and (c) diet/weight loss products and programmes. These commercial products may either undermine or dilute public health messages by directly contributing to poor health or confusing the public about the best ways to sustain a healthy lifestyle. Monthly estimates of advertising expenditure in Australian media (television, outdoor, cinema, radio, newspapers, magazines and digital) were obtained from Nielsen Media for 2016-18. Eligible public health advertising expenditure for the entire period (total AUD$27M) was vastly outweighed by the commercial categories of sugary drinks (AUD$129M) and diet/weight loss products and services (AUD$122M). Artificially sweetened drinks accounted for an additional AUD$23M of expenditure. These results highlight the need to rebalance the ratio of advertising to support public health in Australia through increased funding for obesity prevention and related campaigns, and critically, through government regulation to limit competing commercial advertising. © 2022 The Author(s). Published by Oxford University Press. All rights reserved.



Results:


                            Impact                            

                   Certainity                   

Health and Wellbeing

0.9918
Urban and Territorial Renovation 0.0039
Peoples Engagement and Participation 0.0046
Note: Due to lack of computing power, results have been previously created and saved in database