Give Up Loving Pop

Give Up Loving Pop or GULP is a campaign from Food Active which aims to raise awareness of the health harms associated with the over-consumption of sugary drinks.

Campaigns and Interventions:

While many people, including children, are aware of the negative impact that sugary drinks have on their teeth, fewer are aware of the link between the overconsumption of sugary drinks and weight gain, heart disease, type 2 diabetes and cancer.

GULP seeks to address this by raising awareness of these harms through engaging with schools and the community and challenging children, young people and families to swap their favourite sugary drinks with healthier sources of hydration, such as water and low fat milk.

Why sugary drinks?

Sugary drinks are one of the biggest contributors to excess free sugar intake – particularly in children and young people.

Data from the National Diet and Nutrition Survey shows that sugary drinks contribute to a significant proportion to excess free sugar intakes in this age group – which is linked to weight gain, tooth decay, type 2 diabetes, some types of cancers and heart disease.

At a population level, reducing sugar intakes has been highlighted as a key area of action in efforts to reduce the prevalence of overweight and obesity. That’s where GULP comes in.

Why sugary drinks?

Sugary drinks are one of the biggest contributors to excess free sugar intake – particularly in children and young people. Data from the National Diet and Nutrition Survey shows that sugary drinks contribute to a significant proportion to excess free sugar intakes in this age group – which is linked to weight gain, tooth decay, type 2 diabetes, some types of cancers and heart disease. At a population level, reducing sugar intakes has been highlighted as a key area of action in efforts to reduce the prevalence of overweight and obesity. That’s where GULP comes in.

Background

In 2013, the North West Directors of Public Health included introducing a soft drinks industry levy to address poor dental health, obesity and related in their Public Health Manifesto. With Food Active being commissioned by this board of Directors of Public Health, we were tasked with supporting this policy area regionally.

We were involved in research with academics at Liverpool John Moores University and the University of Liverpool which uncovered both a lack of awareness among adults and young people regarding the link between sugary drinks and non-communicable diseases, but also there are significant potential benefits to health to be gained from introducing a levy on drinks high in sugar.

Using this insight and with input from a range of stakeholders, including local authority public health specialists and members of the public, GULP was developed over a number of months and officially launched in 2015. In the months and years to follow, the campaign and its assets have continued to grow, establishing itself as a useful tool for local authorities to use to tackle the issue of sugary drinks in their local communities.

GULP has grown from a small-scale North West campaign to a nationally recognised programme. Their message is simple – cut down on SSBs to improve your health. This campaign has not only had a local impact, but also supporter the same goals as national action on SSBs and the introduction of the soft drinks industry levy. Campaigns like GULP are essential to the fight to tackle childhood obesity in the UK – we cannot do it alone.

Dr Emma Reed, Former Deputy Director, Childhood Obesity Branch, Population Health, Global and Public Health Group, Department of Health and Social Care

Since we launched GULP in 2015…

10 local authorities have delivered the campaign across the North of England
With a total of 15 number of campaigns; including five delivered by coaches at football clubs such as Everton, Blackpool and Preston North End.
Delivery in over 400 schools
Engaging with over 15,000 children and young people
A range of free and commissioned resources available for schools and the wider community.
Featured in Local Government Association Childhood Obesity case study report and Public Health England ‘promoting healthy weight in children, young people and families’ case study report.
Academic evaluation of application through sports coaches conducted by researchers at Liverpool John Moores University, indicating positive changes in attitudes and behaviour in children.
Runner up in the Best Sugar Reduction Campaign at the Sugar Reduction Awards 2017.

How effective is GULP?

We have integrated an evaluation mechanism into the campaign which can measure pre and post changes in attitudes and behaviours towards sugary drinks. Check out our Impact and Influence report to find out more about how the campaign has had impact in seven local authority case studies.

DOWNLOAD THE GULP IMPACT AND INFLUENCE REPORT