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In 2010, the city of Philadelphia launched a media campaign to reduce the consumption of sugar-sweetened beverages (SSBs) in homes with children as a strategy to combat obesity. Using the integrative model (IM) of behavioral change and prediction, a theory-based precampaign survey of Philadelphia parents was conducted to determine the most effective message content. Results indicated that intention to eliminate SSB consumption is attitudinally driven and suggested that effective messages should highlight feelings of nurturing and concern about child weight gain. Focus group testing led to the selection of a television ad, transit/print ad, and a radio spot that incorporated aspects of the theory-based results from the baseline survey. An online message testing experiment found that exposure to campaign messages increased intention to reduce SSBs and supported the underlying beliefs in the correct direction. These results illustrate how the IM can be applied to the development of a public health intervention.

Objective: This study evaluates a citywide media campaign that targeted reducing sugar-sweetened beverage (SSB) consumption as a strategy for addressing obesity. Design: Rolling cross-sectional survey data, collected before and during the media campaign, with 1367 parents to assess exposure to and effect of a televised public service advertisement (TV PSA) developed using a reasoned action approach. Setting: Televised public service advertisement campaign created by the Philadelphia Department of Public Health and disseminated on cable television channels within the Philadelphia market. Participants: Philadelphia parents/primary caregivers with a child between the ages of 3 and 16. Results: Linear regression analysis shows that exposure to the TV PSA was significantly associated with intention to substitute nonsugary drinks for SSBs for the parent ( P = .04) and the child ( P = .02). The effect of exposure on intention to reduce child's SSB consumption increased the longer the campaign was in the field. Exposure was also significantly associated with the belief that reducing SSB consumption decreases the risk of diabetes ( P = .04) and was significantly negatively related to the belief that reducing SSB consumption would make mealtimes less enjoyable ( P = .04). Conclusion: These findings suggest that a theory-based mass media campaign can achieve positive changes in intention related to SSB consumption by changing relevant and salient underlying beliefs.

This article shares an in-depth summary of a formative evaluation that used quantitative data to inform the development and selection of promotional ads for the antismoking communication component of a social marketing campaign. A foundational survey provided cross-sectional data to identify beliefs about quitting smoking, that campaign messages should target, as well as beliefs to avoid. Pretesting draft ads against quantitative indicators of message effectiveness further facilitated the selection and rejection of final campaign ads. Finally, we consider lessons learned from the process of balancing quantitative methods and judgment to make formative decisions about more and less promising persuasive messages for campaigns.