We’re excited to share that Dr. Shiriki Kumanyika and Dr. Tiffany Eaton have co-authored a research paper published in the Journal of Racial and Ethnic Health Disparities titled, Evaluating Operation Good Food & Beverages, a Black Youth‑Driven Public Advocacy Campaign.
The paper outlines Operation Good Food & Beverages (OGF&B), a youth-driven online social marketing campaign aimed at shifting marketing practices to promote healthier food and beverages to Black youth and communities. It also highlights the findings from the campaign’s mixed-methods evaluation.
OGF&B empowers young people to lead the charge in challenging harmful marketing practices that disproportionately target Black communities with unhealthy products. Through digital platforms and collaboration with community stakeholders, the campaign promotes healthier, culturally relevant alternatives.
The campaign was run on Instagram and TikTok and was developed by a multidisciplinary team, including academic, advocacy, and advertising experts, youth consultants, and social media influencers.
Key Findings:
- Posts in Instagram Reels and those featuring people had higher engagement than static posts or posts featuring only food and beverages.
- The campaign generated over 3.1 million impressions on social media, nearly 3,800 unique website visits, and over 1,000 petition signatures.
- It provides valuable insights into how youth-led, community-centered strategies can contribute to broader health equity goals.
This publication is a significant step toward advancing health equity and improving the nutritional landscape for Black youth. To learn more, visit the full research article and check out OGF&B’s work at Operation Good Food & Beverages.
