Genesis to evaluate campaign against sugary drinks

Genesis Analytics has been awarded a six-month contract by Vital Strategies to support the evaluation of a communication campaign aimed at reducing the consumption of sugary drinks in South Africa.

Obesity is a global epidemic responsible for the growing burden of non-communicable diseases and for five percent of deaths worldwide. Obesity in South Africa has been increasing over the past 30 years, making it the country with the highest obesity rate in sub-Saharan Africa.

Statistics show that 42% of women and 13% of men are obese. South Africa aims to reduce the prevalence of obesity by 20% by 2020. A sugar tax, to be introduced in 2017, has been identified as a cost-effective, population-level strategy to address diet-related diseases such as obesity in the country. 

The Genesis Health practice has been contracted to evaluate the advertising and advocacy campaign across various media in cities in Gauteng, KwaZulu-Natal and the Western Cape. The evaluation will be in a pre-read and post-read wave evaluation with 1000 interviewees in each wave.