Sugary drinks and smoking: Changing norms and behavior through theory-based, data-driven social marketing campaigns in Philadelphia

Background Social marketing campaigns have great potential to raise awareness, change norms, and alter health behaviors. However, they require careful planning, execution, and evaluation. In January 2011, the Philadelphia Department of Public Health (PDPH) launched two social marketing campaigns about decreasing sugary drink consumption and quitting smoking.

Methods The campaigns were developed by PDPH, media researchers from the University of Pennsylvania, and private media agencies. The media agencies were chosen through a competitive process based on experience creating and managing social marketing campaigns. Academic partners conducted foundational research among target audience members in Philadelphia with the results shaping the campaign concepts. Through both online and focus group testing, concepts with the most salience and effectiveness were chosen. The media agencies then created the ads through an iterative process.

Results The ads were created specifically for and disseminated via television, radio, transit, and text messaging; corner stores, newsstands, laundromats, barber shops, and salons; and select governmental buildings. The sugary drinks ads focused on the negative health effects of sugary drinks, particularly the link between these beverages, weight gain, and diabetes. The tag line was, “Do you know what your kids are drinking?” The smoking ad focused on quitting with assistance, and the tag line was, “Quit with help. Quit for good.”

Conclusions Through an intensive and collaborative process, governmental public health agencies can create compelling social marketing campaigns. In Philadelphia, we will conduct rolling, phone-based surveys every six weeks to measure target audience exposure and changes in attitudes and behaviors.