Evaluating a Black Youth-Led Social Marketing Campaign on Healthier Food and Beverages

A new evaluation supported by the Bloomberg American Health Initiative found that a social marketing campaign targeting healthier food and beverages to Black communities, including Black youth, reached more than three million people and drove both website traffic and other calls to action.

Ethnic targeting of food, like sugary drinks and processed snacks, is well-documented and may contribute to obesity and risk of chronic disease, especially to Black and Latino communities. The social marketing campaign evaluated, Operation Good Food and Beverages, was developed by Black youth, and seeks to advocate for better food and beverage options in underserved communities. The campaign raises awareness and encourages local organizations to promote healthier options. 

The campaign, launched in September 2022 in New York City, was developed by academic, advocacy, and advertising experts and included social media content, a website, and a signable petition calling for community business, like restaurants and convenience stores serving Black communities, to promote healthier food choices. It also sought to increase Black celebrity and influencer involvement in marketing partnerships. 

Using paid and unpaid social media content, traditional media, like online news articles, and social media platforms, like Instagram, TikTok, and YouTube, the campaign drove audiences to the website and the petition. 

The evaluation found that during the four-month campaign period, there were 3,800 visitors to the websites and 1,077 petition signatures. Content posted on Instagram, specifically Instagram Reels, received more likes than other static pictures or TikTok videos. While engaging with traditional celebrities during the campaign period was unsuccessful, other youth social media influencers did participate. 

The findings from the evaluation demonstrate promising strategies to increase website activity and follow through to signing a petition, including innovative use of social media, emphasizing engagement, and a clear focus on the target audience’s values and preferences. These can be used to further refine future campaigns.