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No Sugar Added

In 2014 NVRH and the Fit and Healthy Coalition launched the No Sugar Added Campaign to reduce consumption of sugar sweetened beverages by increasing consumption of water. 

NVRH conducted a Community Health Needs Assessments in 2012 and 2015.  Obesity was identified as one of the top three health priorities for the hospital service area that includes Caledonia and southern Essex counties in the northeast corner of Vermont.

In Vermont, like the rest of the United States, obesity is a leading cause of both chronic health conditions and the rising cost of health care. Although not the only factor, research has confirmed that sugar-sweetened beverages are a significant contributor to the obesityproblem  Additionally, studies have shown there are clear and simple reasons people consume sugar-sweetened beverages: taste (they taste good), access (they are readily available), and price (they are inexpensive to buy).
Social marketing is a proven strategy that uses behavior theories and commercial marketing techniques to improve health. Social marketers craft a marketing mix, often called the four P’s, of product, price, promotion, and place to positively affect the health of individuals and society as a whole.  An effective marketing mix highlights the benefits and reduces the barriers of the “better” (healthier) choice for the consumer.
The Social Marketing Team made up of hospital employees and Vermont Department of Health staff conducted analytical research including local focus groups, and used standard social marketing tools to outline a social marketing campaign to reduce obesity in the Northeastern Vermont Regional Hospital service area by reducing consumption of sugar-sweetened beverages.  The target audience for the social marketing campaign is fathers with children 13 years of age and younger.  
The social marketing campaign to reduce consumption of sugar-sweetened beverages in the NVRH service area follows the conventional stages of a social marketing campaign: analysis, strategy development, communication and program design, pretesting, implementation, and evaluation.  The marketing mix for the No Added Sugar campaign includes messages spread through print and radio advertisements, posters, videos (Dad 1, Dad 2, Dad 3); and the distribution of water bottles and water filters to reduce perceived barriers to drinking water as a healthy alternative beverage. 

 The measurable objectives for the campaign include reduction in consumption of sugar-sweetened beverages as measured every two years by the Vermont Youth Risk Behavior Survey and the Behavioral Risk Factor Surveillance Survey for adults, and the Healthy Vermont 2020 goals of reducing obesity among both Vermont children and adults.

Coming Soon - New for 2016: Look for new materials and messages designed to help teens make water their beverage of choice.

Sugar Sweetened Beverages Fact Sheet
Sugar Sweetened Beverage Health Risks
Northeastern Vermont Regional Hospital
PO Box 905 1315 Hospital Drive
St. Johnsbury, Vermont 05819
TTY/TTD, Dial 711
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