A recent study from Edith Cowan University (ECU) shows that short ads promoting healthy eating can effectively curb cravings for junk food. In fact, a quick 15-second message might outperform longer, traditional ads.
Dr. Ross Hollett led this research, which examined how the length and presentation of food ads affect cravings among adults with varying Body Mass Index (BMI). The focus was on understanding the immediate reactions people have after viewing these ads.
Junk food advertising in Australia is largely unchecked, raising public health concerns. Dr. Hollett explained, “We wanted to understand what happens right after adults see junk food and anti-junk food ads.”
The study involved 505 Australian adults. Participants were shown either a junk food ad or a healthy eating ad, then asked about their cravings and intentions to eat unhealthy foods. Results were split between those in the normal BMI range (18.5–25) and those classified as overweight (25+) or obese (30+).
Interestingly, just one junk food advertisement didn’t significantly boost cravings, even for ads featuring beloved snacks. However, anti-junk food ads were effective in reducing cravings across both BMI categories.
The way the message was framed mattered. For those with a normal BMI, a 15-second anti-junk ad worked better than a longer version. Meanwhile, individuals categorized as overweight or obese responded more favorably to ads that encouraged healthy food choices rather than those that criticized junk food. Dr. Hollett pointed out that “positively framed health messages may resonate more strongly with audiences carrying greater health risks.”
This research highlights the importance of tailoring public health campaigns. It’s not just about what works, but who it works for and when.
According to the Australian Institute of Health and Welfare, around two-thirds of Australian adults are overweight or obese, making effective communication around healthy eating critical. As Dr. Hollett notes, short and positive health messages could play a key role in addressing these public health challenges.
For more details, you can read the full study in the Health Promotion Journal of Australia here.
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Food, Junk Food, Body Mass Index, Obesity, Public Health, Research
