DEVELOPMENT AND ASSESSMENT OF CULTURALLY-INFORMED SUGAR-SWEETENED BEVERAGE CONSUMPTION REDUCTION MESSAGES FOR BLACK WOMEN

Sugary drink consumption and corresponding health outcomes, like obesity, are pertinent public health concerns among Black women. Health campaigns are a promising tool to promote health preventive behaviors. In this study, I developed and assessed the intended effect of evidence-based sugary drink consumption reduction messages for Black women. I also sought to determine whether Black women intend to share these campaign messages and gain insight into the context (i.e., with whom, where, why) in which sugary drink consumption behaviors take place. A survey of N=165 Black women revealed that messages that had an appearance-focused theme performed well. These messages have relatively high perceived message effectiveness (PME) to change sugary drink consumption behaviors and were perceived as being more culturally relevant than other themes. Most sugary drinks were consumed at home, but about one quarter of sugary drinks were also consumed outside of the home, at work, or restaurants. Many Black women reported consuming sugary drinks to go with a meal or because they were craving it.Using three messages from the survey, a culturally-informed campaign was designed. An experiment was conducted with N=502 Black women comparing the effects of a culturally-informed campaign, general audience campaign, and a control condition on intentions to change consumption behavior, perceived susceptibility, knowledge, and sharing intentions. Outcomes did not differ by condition. However, the association between condition and perceived susceptibility, sharing intentions, and knowledge differed by body size (categorized as overweight or having obesity versus not). . Study findings can be used to inform public health campaigns and interventions for Black women. Continued research and refinement of message content is needed to ensure the anticipated impact of culturally-informed sugary drink consumption reduction messages is achieved.