None listed
Conditions
Brief summary
Marketing of unhealthy foods through elite sport sponsorship is pervasive in Australia, with massive audience reach. This study aims to examine spectator responses to unhealthy food sponsorship and investigate the utility of alternative, pro-health sport sponsorship options to promote healthier food choices to young adults. The four sponsorship scenarios tested will be: (A) non-food sponsorship (control); (B) unhealthy food sponsorship; (C) healthier food sponsorship; and (D) obesity prevention campaign sponsorship. Participants will be exposed to their assigned sponsorship stimuli; complete a distractor task; then answer a series of questions assessing their brand awareness, attitudes and image perceptions, event-sponsor-fit perceptions, and their preference for food sponsor products. The findings from this study will lay the foundation for developing public health-oriented sport sponsorship policies targeted toward healthy eating and obesity prevention.
Interventions
The study intervention included four different simulated sport sponsorship scenarios that were shown to study participants via an online survey. Participants were randomly assigned to one of the following four sponsorship scenarios: (A) non-food sponsorship (control); (B) unhealthy food sponsorship; (C) healthier food sponsorship; and (D) obesity prevention campaign sponsorship. Within each sponsorship condition, participants were further randomised to one of three product categories (breakfast
The study intervention included four different simulated sport sponsorship scenarios that were shown to study participants via an online survey. Participants were randomly assigned to one of the following four sponsorship scenarios: (A) non-food sponsorship (control); (B) unhealthy food sponsorship; (C) healthier food sponsorship; and (D) obesity prevention campaign sponsorship. Within each sponsorship condition, participants were further randomised to one of three product categories (breakfast cereal, take-away food, non-alcoholic beverage). The online survey was accessed individually by participants (via a web-link in an email invitation) at a time and location of their convenience. The sponsorship intervention included exposure to: two existing promotional videos for the 2018 Commonwealth Games sourced online via YouTube (1 x 30 seconds and 1 x 15 seconds in length) that were professionally edited to include a new end-frame; and two mock online news pages about the Games. Sponsor content in the promotional videos and news pages was edited to reflect each condition. Each intervention component appeared on a separate screen within the online survey. Prior to being exposed to the intervention, participants were instructed to spend a few minutes viewing the advertisements and reading each news page fully as they would be asked some questions about them afterwards. During the intervention presentation stage of the online survey, participants were unable to click through to the next screen until either the promotional video had played in full or a set amount of time had elapsed from when each news page had appeared on screen (20 seconds for news page 1 and 15 seconds for news page 2). The length of time participants spent on each news page screen was recorded. The average duration of the entire intervention was 1 minute and 45 seconds.
Sponsors
Helen Dixon
Study design
Allocation
Randomised controlled trial
Intervention model
Parallel
Primary purpose
Prevention
Masking
Blinded (masking used) (Subject)
Eligibility
Sex/Gender
All
Age
18 Years to 24 Years
Healthy volunteers
Yes
Inclusion criteria
- Young adults aged 18-24 years - Reported watching, reading or listening to any media coverage of sport
Exclusion criteria
None
Outcome results
None listed