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Rethink Your Drink Day: Health Promotion Through Social Marketing and Digital Technology

Asbury Jones Jr., Masters of Public Administration, Nutrition Education and Obesity Prevention Branch, California Department of Public Health, Sacramento, CA

Background:

In 2018, as a part of a statewide effort to provide Supplemental Nutrition Assistance Program Education, the California Department of Public Health (CDPH–SNAP Ed) launched two statewide days of action. First, Rethink Your Drink Day (RYDD) promoted healthier beverage consumption and second, Healthy Snack Day (HSD) promoted healthier eating and snacking.

Sugary drinks are the single largest food category contributing sugar to the American Diet. In fact, beverages account for almost half (47%) of all added sugars consumed by the U.S., population. These added sugars and calories contribute to diet-related conditions like obesity, type 2 diabetes, and heart disease. The RYDD promotion provided consumers with the facts they need to make informed decisions about their beverage selections as well as the ability to take control of their own health.

Program background:

On May 16, 2018, CDPH–SNAP Ed mobilized 331 local implementing agencies, schools, and community-based organizations to host RYDD promotional events across the state. Development and dissemination of the RYDD Event Box and “How to” training webinars facilitated communication and participation. The RYDD Event Box included:

  • RYDD Step By Step Event Guide
  • Healthy beverage-themed display materials in English & Spanish
  • Verbiage for Social Media Posts
  • Templated Media Materials and Talking Points

Evaluation Methods and Results:

A key feature of the RYDD promotion was a digital experience tool found at: www.Rethinkyourdrinkday.com . Specifically, the Beverage Breakdown engaged consumers to reflect on their beverage consumption habits at breakfast, lunch, dinner, and at other any time during the day. Other features of the digital experience included:

  • Beverage related nutrition education tips as the consumer went through the experience
  • A tailored “added sugar” consumption report for the consumer based on their beverage choices
  • An opportunity to learn more about healthy beverages and eating by clicking on a link leading to Tips & Resources

Conclusions:

Digital Experience Results

  • 13,648 people initiated the Beverage Breakdown digital experience over a four-month period
  • 5,787 people completed the experience resulting in a 42.4 percent completion rate
  • Four-hundred and fifty-nine (459) consumers shared their results via Facebook
General Event Results

  • Total attendance for RYDD was nearly 100,000 people and the average event saw about 150 people (common event locations included: schools, parks, farmers’ markets, grocery stores, WIC offices, and churches)
  • RYDD generated 48,380,520 Digital Media Impressions, and 9,710,067 Social Media impressions (i.e., people who heard about RYDD via CDPH promotional efforts); as well as 12 news-media placements with a combined total readership and/or viewership of nearly 1.5 million people

Implications for research and/or practice:

Rethink Your Drink Day is a unique health promotion that employs digital technology to engage consumers. More research is needed to determine the extent to which the digital experience (i.e., the Beverage Breakdown) can contribute to measurable changes in beverage consumption habits amongst consumers.