Evaluating Operation Good Food & Beverages, a Black Youth-Driven Public Advocacy Campaign.

Abstract

Background: Food and beverage (F&B) marketing practices that contradict health guidelines are particularly concerning for children and adolescents, who are developmentally more susceptible than adults to persuasive advertising and to Black communities, due to ethnically-targeted marketing, contributing to higher rates of obesity and other diet-related chronic diseases. Accordingly, here we evaluated Operation Good Food and Beverages (OGF&B), an online social marketing campaign calling for shifting toward more marketing of healthier F&B to Black youth and Black communities.

Methods: OGF&B was developed and implemented by a multidisciplinary team of academic, advocacy, and advertising partners and active for four months in 2022 during the COVID-19 pandemic. Primary campaign components were social media content (e.g., TikTok, Instagram), and an informational website with a signable petition and a social media toolkit. Our mixed-methods evaluation used qualitative data to contextualize quantitative metrics like online impressions, website visits, and petition signatures. Qualitative data consisted of analysis of social media content and thematic elements from 15 interviews with campaign advisors, youth consultants, and influencers.

Results: The campaign achieved 3,148,869 impressions, 3,799 unique website visits, and 1,077 petition signatures. Instagram Reels and content featuring people had higher engagement. Instagram Reels received more likes than static posts or TikTok videos. Interviewees who participated mentioned personal values and community welfare as key motivations. Social media influencers who declined participation noted time constraints and lack of compensation as barriers.

Conclusion: Despite pandemic-related restrictions that precluded in-person engagement, this brief campaign implementation period provided useful insights for leveraging OGF&B or similar campaigns.