Journal article
Evaluating Operation Good Food & Beverages, a Black Youth-Driven Public Advocacy Campaign
Journal of racial and ethnic health disparities
03 Sep 2024
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Abstract Background Food and beverage (F&B) marketing practices that contradict health guidelines are particularly concerning for children and adolescents, who are developmentally more susceptible than adults to persuasive advertising and to Black communities, due to ethnically-targeted marketing, contributing to higher rates of obesity and other diet-related chronic diseases. Accordingly, here we evaluated Operation Good Food and Beverages (OGF&B), an online social marketing campaign calling for shifting toward more marketing of healthier F&B to Black youth and Black communities. Methods OGF&B was developed and implemented by a multidisciplinary team of academic, advocacy, and advertising partners and active for four months in 2022 during the COVID-19 pandemic. Primary campaign components were social media content (e.g., TikTok, Instagram), and an informational website with a signable petition and a social media toolkit. Our mixed-methods evaluation used qualitative data to contextualize quantitative metrics like online impressions, website visits, and petition signatures. Qualitative data consisted of analysis of social media content and thematic elements from 15 interviews with campaign advisors, youth consultants, and influencers. Results The campaign achieved 3,148,869 impressions, 3,799 unique website visits, and 1,077 petition signatures. Instagram Reels and content featuring people had higher engagement. Instagram Reels received more likes than static posts or TikTok videos. Interviewees who participated mentioned personal values and community welfare as key motivations. Social media influencers who declined participation noted time constraints and lack of compensation as barriers. Conclusion Despite pandemic-related restrictions that precluded in-person engagement, this brief campaign implementation period provided useful insights for leveraging OGF&B or similar campaigns.
Metrics
7 Record Views
Details
- Title
- Evaluating Operation Good Food & Beverages, a Black Youth-Driven Public Advocacy Campaign
- Creators
- Matthew D. Kearney - University of PennsylvaniaTiffany M. Eaton - Drexel UniversityMegan Grabill - University of PennsylvaniaSiani AndersonShiriki Kumanyika - Drexel University
- Publication Details
- Journal of racial and ethnic health disparities
- Publisher
- SPRINGER INT PUBL AG; CHAM
- Number of pages
- 19
- Grant note
This project was an initiative of the Council on Black Health which was hosted by Drexel University at the time our study was conducted, and received support from the Bloomberg American Health Initiative at Johns Hopkins Bloomberg School of Public Health. We acknowledge and appreciate the efforts of the North Carolina based staff at the Council on Black Health, Inc., and the many collaborating individuals and organizations who participated in campaign development and implementation: the team at Inizio Evoke North America; the HeartSmilesMD organization and youth consultants, other youth consultants, colleagues at the University of Connecticut (UConn) Rudd Center for Food Policy and Health, and the Center for Science in the Public Interest; (CSPI). We also appreciate the guidance from Karen E. Watson-the campaign strategic advisor, and other members of the Operation Good Food & Beverages advisory committee who shared their expertise and provided feedback and insights on behalf of the project, and the social media influencers who participated in the campaign.
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Urban Health Collaborative; Dana and David Dornsife School of Public Health
- Web of Science ID
- WOS:001304671400005
- Scopus ID
- 2-s2.0-85203051262
- Other Identifier
- 991021902061304721
UN Sustainable Development Goals (SDGs)
This publication has contributed to the advancement of the following goals:
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Public, Environmental & Occupational Health