Community Insights to Inform the Policy Positioning of Junk Food Marketing Reform in NSW, Australia

Background and context: In the lead up to the next state election, Cancer Council New South Wales (CCNSW) will run the “Saving Life 2019” advocacy campaign focused on changing NSW Government policy in cancer control. In developing a policy agenda, three priority areas were identified that required further research to better understand public perceptions, inform messaging and engagement strategies. Reform of current junk food marketing on government owned assets (including public transport) was identified as one of these priorities to reduce childhood obesity. Aim: •Understand how key audiences view overweight and obesity as a public health issue and specifically junk food marketing to children •Find new opportunities to progress CCNSW policy objectives by identifying additional key audiences in the general population; •Build the evidence base for a salient and convincing messaging guide for the advocacy campaign strategy and CCNSW's broader policy engagement and influencing work. Strategy/Tactics: The campaign will seek to demonstrate community support for restricting junk food marketing on government owned assets in NSW to the community, the media and political candidates to achieve policy commitments. CCNSW existing campaign strategy includes tactics across grassroots mobilization, targeted political engagement and securing earned media. The development of strategic research to underpin this campaign, including development of an evidence-based communications strategy, was critical in optimizing communications and public engagement. Program/Policy process: CCNSW commissioned an independent external agency to conduct the research. The research used a mixed methodology that included two facilitated online focus groups of up to 20 people each, followed by polling of the general public. Focus groups were conducted over two days, with participants recruited from a wide geographical spread and constituted a mixture of general population and parents who are the main meal preparer in households. Outcomes: A research and communications report containing an overview of the research, key findings, as well as communications considerations based on the research was used to inform our overall campaign strategy, including policy messaging and communications planning. What was learned: Findings noted that unprompted, overweight and obesity is considered an important public health issue. The specific issue of childhood obesity is seen to be a personal family issue and the responsibility of parents. The provision of junk food by parents to children was seen as a driver of childhood obesity, but the role of junk food marketing and its regulation was not top-of-mind. When prompted, the idea of banning junk food advertising on public transport was an action that could be taken by government to tackle childhood obesity, with children perceived as being vulnerable and requiring protection.