The campaign was targeted to women, especially mothers under the age of 45, and included paid and unpaid media on web and social media sites, television, billboards, transit, one shopping mall, Portland Parks and Recreation facilities, Multnomah County libraries and clinics, community publication advertising, and toolkits for use by community members and CPPW partner organizations. Various campaign components were obtained from external sources and adapted to the local “It Starts Here” campaign (Multnomah County Health Department, 2014). Through a formal agreement with the New York

City Department of Health and Mental Hygiene, we obtained and adapted sugar and soda campaign materials (New York City Department of Health and Mental Hygiene, 2014). Adaptations selleck products were made by adding the “It Starts Here” and check details Multnomah County Health Department logos and by changing the campaign color scheme to green to match the “It Starts Here” materials. Through a partnership with Public Health — Seattle & King County, we obtained language translations of campaign materials (Public Health — Seattle & King County, 2014). Other campaign components were created by the KGW Media Group (the local NBC affiliate), which were provided

in a contract media buy. Television advertising buys for daytime television and news programs were purchased specifically to reach the 18–44

female market. Other examples of how we targeted younger mothers included campaign ads placed at a shopping mall where women in the 18–44 age group shop and an article and a web-based poll placed on the blog, urbanMamas.com. Detailed descriptions of specific media components are provided in Table A.1 in Appendix A. We developed a structured questionnaire that contained questions on unaided recall of any sugar ads and aided recall of specific ads. The questionnaire also covered demographics; Oxalosuccinic acid general knowledge and attitudes about obesity, community health, and sugar; and behavioral intentions and behaviors regarding soda and sugary drink consumption. A detailed description of measures from the media survey instrument that were used in the evaluation is shown in Table A.2 in Appendix A. For analysis, all 5-point scaled questions were collapsed to 2 categories. All responses of “don’t know” to scaled questions were coded as missing. Responses of “don’t know” to yes/no questions were coded as “no.” Questions about the consumption of soda and sugary drinks in the past month were coded as “at least one” and “never. We determined bivariate differences in proportions using the Pearson χ2 test. Differences in proportions over time were examined with the McNemar test.