Decreasing Young Children’s Sugar Intake Through Pediatricians and Social Marketing (DC-SIPPY): Formative Research to Inform an Intervention to Reduce Sugary Drink Intake Among Black Young Children in Washington, D.C.

Purpose Design a community-informed, parent-focused intervention (“DC-SIPPY”) to reduce sugary drink consumption and increase water intake among Black young children. Design Semi-structured in-depth qualitative interviews to elicit feedback on DC-SIPPY concept and prototype messaging and graphics. Setting Pediatric primary care clinic in a historically under-resourced area of Washington, D.C. Participants Parents (n = 12) of children 1-5 years old. To be eligible for the study, parents also had to use social media, identify as Black or African American, and report habitual sugary drink consumption for both themselves and their children. Methods In-depth interviews were conducted, during which parents were asked to share their opinions about the intervention concept and provide feedback about the design and content of prototype graphics and messaging, which were developed based on extensive prior formative research with the target population. Interviews were recorded, transcribed, and coded independently by two coders. Thematic analysis was conducted to identify key themes and subthemes, which informed subsequent refinements to the intervention concept and content. Parents also completed a brief demographic survey and beverage intake questionnaire. Results Five key themes were identified: (1) Parents are optimistic that DC-SIPPY will reduce sugary drinks among their children, (2) Parents are enthusiastic about participating in DC-SIPPY, (3) Parents found the information communicated in DC-SIPPY prototype graphics and messaging useful and relatable; and (4) Parents recommended aesthetic improvements to DC-SIPPY graphics such as more relevant beverage examples. Conclusions Parents’ positive feedback on the intervention concept and content suggests DC-SIPPY may hold promise for reducing Black young children’s sugary drink intake.