How the “Are We Drinking Ourselves Sick?” Communication Campaign Built Support for Policy Action on Sugary Drinks in Jamaica

This study assessed the effectiveness of a mass media campaign, “Are We Drinking Ourselves Sick?,” that ran nationally in Jamaica in four phases from 2017 to 2019 to increase knowledge about the harms of sugary drinks, shift attitudes, and build support for policy actions to address sugary drink consumption, including a tax and a ban in schools. The study demonstrated that the campaign contributed to higher levels of support for a tax on sugary drinks and restrictions on the provision of these products in schools. The campaign’s ability to increase support for a tax on sugary drinks, which is an effective but often contentious policy, is especially noteworthy.