Background: The evaluation aimed to assess community response to the Aboriginal Rethink Sugary Drink (RSD) advertisement. The Aboriginal RSD advertisement launched online in April 2015 and aired on NITV in October/November 2015. The advertisement was developed in Victoria, and featured members of the Victorian Aboriginal community.
Methods: An online survey was completed by 156 Aboriginal adults nationally (Vic=90, other states=66) in November/December 2015. The survey was distributed via email to Aboriginal and Torres Strait Islander adults through the Victorian Aboriginal Community Controlled Health Organisations (VACCHO) distribution networks, including Aboriginal health services and mainstream partner organisations, and social media.
Results: Around half (49%; n=76) of respondents had viewed RSD (recall and recognition) and the proportion was significantly greater in Victoria compared with the other states (62% cf. 30%, p<0.01). RSD was seen to have an important message for the Aboriginal community (89%), while 69% agreed it was relevant to them and 62% agreed it motivated them to improve their health. Those who had viewed RSD (n=76) were somewhat more likely to identify the sugar content of regular soft drink, compared with those who had not (n=80) (63% cf. 49%, p=0.07). Just over half of those who viewed the campaign (55%) reported they drank less sugary drinks as a result. Somewhat more Victorians compared with respondents in the other states reported reduced sugary drink consumption (59% cf. 45%, p>0.05) and increased water consumption (46% cf. 35%, p>0.05) after viewing RSD.
Conclusions: These results provide some evidence RSD impacted knowledge about the content of sugary drinks and positively influenced sugary drink consumption among the Aboriginal community, particularly in Victoria where the campaign originated. Overall, this suggests RSD resonated with Aboriginal and Torres Strait Islander adults and highlights the importance of Aboriginal-led health promotion campaigns and tailoring health messages to the local Aboriginal community.