论文标题：Impact of a health marketing campaign on sugars intake by children aged 5–11 years and parental views on reducing children’s consumption

期刊：BMC Public Health

作者：Jennifer Bradley, Grace Gardner et.al

发表时间：2020/03/30

数字识别码：10.1186/s12889-020-8422-5

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原文作者：Megan Barling

接下来的分享将详细介绍了BMC Public Health发表的最新研究，该研究从家长角度切入探索5-11岁儿童的糖摄入量，并据此评估目前以减少糖摄入为目的的健康营销活动的实际影响力，明确下一步改进方向。

图1

“你的孩子爱吃糖吗？”2-18岁的孩子平均每日的糖摄入量不应超过6茶匙（约25 g）。根据英国公共卫生部（Public Health England， PHE）的数据，儿童实际的糖摄入远远超出推荐量：每个儿童每天多吃了8个糖块，或者说每年多摄入了2800个糖块。

为此，PHE发起了“理智控糖”运动（‘sugar smart’ campaign），目的在于提高大众对食品饮料中糖含量的认识，鼓励家长减少他们孩子的糖摄入量。“Change4life”是英国第一个全国社会性营销活动，活动宣传口号是“吃得好，多运动，享长寿”。

图2

“Change4Life 理智控糖”项目于2016年1月4日启动。电视、广告牌和数字广告连续进行了6周的宣传支持这一活动。活动还包括一个可供家长免费下载的理智控糖App，扫描食品饮料包装上的条形码后该应用程序会用糖块的形式提示产品的总含糖量，给消费者以直观的感受。

BMC Public Health最近发表的一篇研究希望通过评估该运动对5-11岁儿童摄入糖的影响判断这个项目在改变人群饮食习惯方面的有效性。研究收集总结了家长对这项运动的看法，并着重探索了目前控糖方面存在的障碍。

研究要求家长/监护人报告其孩子的饮食情况，同时还进行电话采访，采访内容包括多个方面，如家长对Change4life活动的总体认识、糖对健康的影响、儿童控糖过程中可能遇到的家庭和社会障碍。调查结果表明，家长们最为困惑的是“好”糖和“坏”糖的区别。

图3：Change4Life应用程序以糖块形式直观展示儿童推荐每日糖摄入最大量

“Change4Life”项目启动后，许多家长表示他们试图用更健康的食物替代原有的不健康食物，同时减少食物份量。过程中遇到的最大的障碍一个是生活节奏过快导致食物准备时间有限，另一个则是甜食无处不在，比如学校提供的布丁或是超市里的美食诱惑，一不留神就摄入了超量的糖。

“（孩子们）觉得为了不摄入糖，所以不能吃水果，这说明糖都是不好的。于是我们就得解释糖分很多种，并不是所有的糖都是不好的。”

“（时时控制他们）你总有一天会觉得厌倦，然后你可能就会说，好吧，那就吃吧。”

总的来说，健康营销提高了家长和孩子关注食物饮料中糖含量的意识，进而改变了家庭的食物消费。从这个角度说，理智控糖运动对减少公众糖摄入有着积极的影响。

以家长为目标群体

研究结果表明同时把家长和儿童作为目标人群的的控糖健康营销活动能够取得积极的效果。然而，这种效果并不持久。

家长们确实想控制儿童的糖摄入，但社交生活中的种种障碍以及对于具体饮食调整的困惑往往会影响最终效果。

总体来说，理智控糖活动在在提升家长和孩子控糖意识方面确实取得了成功。但关于不同种类的糖以及如何解读食物标签，我们仍需进一步科普教育。

未来的健康营销活动应当继续围绕家长展开，因为这将会对年轻人控糖产生连锁反应。此外，控糖效果长期化也应是未来活动的关注重点之一。

BMC Public Health is an open access, peer-reviewed journal that considers articles on the epidemiology of disease and the understanding of all aspects of public health. The journal has a special focus on the social determinants of health, the environmental, behavioral, and occupational correlates of health and disease, and the impact of health policies, practices and interventions on the community.

Citation Impact

2.567 - 2-year IF

3.275 - 5-year IF

1.342 - SNIP

1.382 - SJR

摘要：

Background

The association between Free Sugars intake and non-communicable diseases such as obesity and dental caries is well documented and several countries are taking measures to reduce sugars intakes. Public Health England (PHE) instigated a range of approaches to reduce sugars, including a national health marketing campaign (Sugar Smart). The campaign aimed to raise awareness of the amount of sugars in foods and drinks and to encourage parents to reduce their children’s intake. The aim of this study was to determine whether the campaign was effective in altering dietary behaviour, by assessing any impact of the campaign on sugars intake among children aged 5–11 years. Parental perceptions of the campaign and barriers to reducing sugars intake were also explored.

Methods

Parents of 873 children aged 5–11 years, identified from an existing PHE database, were invited to take part. Dietary information was collected online using Intake24 before, during, and at 1, 10 and 12 months following the campaign. Change in sugars intake was assessed using mixed effects linear regression models. One-to-one telephone interviews were conducted with a purposive sample of parents to explore perceptions of the campaign and identify barriers and facilitators to reducing children’s sugars intake.

Results

Completion rates for dietary assessment ranged from 61 to 72% across the follow up time points. Qualitative telephone interviews were conducted with 20 parents. Total sugars intake decreased on average by ~ 6.2 g/day (SD 43.8) at peak campaign and the percentage of energy from total sugars significantly decreased immediately and 1 year post campaign. The percentage of energy from Free Sugars significantly decreased across all time points with the exception of the long term follow up at 12-months post campaign. The percentage of energy intake from total fat increased. Parents expressed a willingness to reduce sugars intakes, however, identified barriers including time constraints, the normalisation of sugary treats, and confusing information.

Conclusions

A health marketing campaign had a positive impact in reducing sugars intake but reductions in sugars were not sustained. Parents want to reduce their child’s sugars intake but societal barriers and confusion over which sources of sugars to avoid hamper efforts to change.

（来源：科学网）