nutrients Article Results of a Mass Media Campaign in South Africa to Promote a Sugary Drinks Tax Nandita Murukutla 1,*, Trish Cotter 1, Shuo Wang 1, Kerry Cullinan 2, Fathima Gaston 2, Alexey Kotov 1, Meena Maharjan 1 and Sandra Mullin 1 1 Vital Strategies, 100 Broadway, New York, NY 10005, USA;
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[email protected] Received: 1 June 2020; Accepted: 15 June 2020; Published: 23 June 2020 Abstract: Background: In South Africa, the increased consumption of sugary drinks has been associated with increased obesity rates. Mass media campaigns can play a crucial role in improving knowledge, shifting attitudes, and building support for government action on reducing sugary drink consumption. No study to date has evaluated the effectiveness of mass media campaigns on the health harms of sugary drinks in South Africa. Objective: The purpose of this study was to evaluate the impact of a mass media campaign on knowledge and attitudes around sugary drinks and on public support for a proposed tax on sugary drinks in South Africa. Methods: The “Are You Drinking Yourself Sick?” campaign aired in South Africa from October 2016 to June 2017 to shift attitudes toward sugary drinks, build personal risk perceptions of the health harms of consuming sugary drinks, and build public support for a proposed tax on sugary drinks.