Tax on Sugar-Sweetened Beverages

A tax on sugar-sweetened beverages plus a promotion campaign reduced consumption.

The promotion campaign was a key strategy for empowering the public with information about the harmfulness of sugar-sweetened beverages. It also harnessed their influence to demand that the government pass the sugar-sweetened beverage tax law.

This campaign had three objectives, as follows.
1. Shift public attitudes around sugar-sweetened beverages;
2. Build personal risk perceptions of the health harms of consuming sugar-sweetened beverages, and
3. Build public support for the proposed tax.

The campaign targeted the South African public as its primary audience. Further, it targeted politicians and lawmakers as secondary audiences. But its focus shifted from public to decision-makers, as the tax proposal made its way through the parliamentary system. In both cases, the campaign relied on advertisements in major newspapers and billboards. In addition, It broadcast ads on news and current affairs channels on TV and talk radio stations.

Partners used interpersonal communication approaches to engage influential decision-makers to build the case for a strong tax. The partners sent them studies and facts sheets explaining the effectiveness of the tax and how it would work. They also presented to health and finance policymakers and members of the parliamentary finance committee. In addition, they deployed a media advocacy strategy to influence public opinion and refute industry arguments.

After the campaign 90% of the target audience believed sugar-sweetened beverages were a big contributors to obesity, Only 76% believed that before the campaign. In addition, the campaign increased people’s support for the proposed tax by nearly 10% – from 67% to 76%.

This case study’s title as published is “Are You Drinking Yourself Sick”? Lessons from South Africa’s campaign for a tax on sugar-sweetened beverages” Find it in the African Social Marketing Conference proceedings, starting on page 40.

South Africa

Beverage, Junk food, South Africa, Sugar, Sweet