Relevance of the Aboriginal Rethink Sugary Drink media campaign to Aboriginal and non‐Aboriginal audiences in regional Victoria

Abstract Objective: To test the hypothesis that a culturally tailored sugar‐sweetened beverage (SSB) campaign designed specifically for the Victorian Aboriginal community will not only be valuable for Aboriginal Victorians but will also have cross‐over benefits for non‐Aboriginal Victorians. Methods: An online survey was completed by 155 Victorians (78 Aboriginal, 77 non‐Aboriginal) four months after the Aboriginal Rethink Sugary Drink (RSD) advertisement was launched. Differences between Aboriginal and non‐Aboriginal respondents were assessed using χ2 and Wilcoxon rank‐sum tests. Results: Seventy‐six per cent of Aboriginal respondents recalled seeing the advertisement compared to 56% of non‐Aboriginal respondents (p