Table 2.

Evidence from the scoping review of specific types of media campaigns for alcohol, tobacco, food and/or beverages defined by goal, aim or objective and underlying theory or conceptual framework, 1990–2020.

First Author, Year Published	Goal and Issue	Type of Media Campaigns Purpose, Aims or Objectives	Theory or Conceptual Framework
1. Corporate or commercial advertising and marketing, corporate social responsibility, cause marketing or public relations campaigns (n = 4)
Cruz et al. 2019 [80]	Promote or reduce tobacco product use among vulnerable populations.	Pro-tobacco marketing campaigns: Used by tobacco companies to increase tobacco sales and use among individuals and populations.	Not reported
Dorfman et al. 2012 [82]	Promote or reduce soda and tobacco product use and consumption.	Corporate social responsibility (CSR) campaigns: Use print, broadcast, digital and social media to promote or align a company with social causes or benefits to address economic, legal, philanthropic or ethical issues. CSR campaigns aim to improve the company’s reputation among stakeholders, including legislators, consumers, government regulators and the media. Cause marketing campaigns: Purpose-driven or brand-purpose initiatives that link a brand or product to a social benefit, often in partnerships with companies or a nonprofit organization to provide a portion of revenue for a social, health or environmental cause.	Not reported
Weishaar et al. 2016 [96]	Describe how marketing and media campaigns are used by tobacco, alcohol, soft drink and processed food companies.	Corporate advertising and marketing campaigns: Used by beverage firms and industry trade associations to promote beverage brands to targeted populations; encourage “choices” among their product portfolios; and use a “market justice” frame to rationalize corporate practices that promote sugary beverages to populations.	Not reported
Wood et al. 2019 [98]	Describe how food and beverage companies use media in corporate public relations campaigns.	Corporate public relations campaigns: Soda companies use public relations to develop relationships with customers, including mothers and children, build allies and oppose or marginalize the opposition.	Not reported
2. Social marketing campaigns (n = 9)
Aschemann-Witzel et al. 2012 [75]	Design more effective public health campaigns to promote healthy foods and dietary behaviors.	Public health campaigns that use social marketing: Use of commercial food marketing success factors to promote voluntary behavior change among target audiences to improve healthy eating behaviors.	Not reported
Brambila-Macias et al. 2011 [78]	Promote healthy eating behaviors to increase fruit and vegetable intake and reduce dietary salt or sodium intake.	Public information/social marketing campaigns: Use commercial marketing practices to influence voluntary behavior change among individuals and populations.	Not reported
Cavicchi et al. 2011 [79]	Promote healthy foods to influence dietary behaviors of individuals and populations.	Social marketing campaigns: Adapt commercial marketing principles for social outcomes and uses behavioral theories, targeting and community- or individual-level involvement.	Not reported
Cugelman et al. 2011 [81]	Design online interventions that deliver messages to improve population adherence to change health behaviors.	Social marketing health behavior change campaigns: Use techniques and principles that often involve incentives to encourage a target audience to voluntarily accept, modify, reject or stop a specific behavior in order to benefit an individual, group or society.	Transtheoretical theory; social cognitive theory; cognitive behavioral therapy; behavioral therapy; extended parallel process model; health belief model; and the theory of reasoned action.
Evans et al. 2008 [84]	Promote healthy behaviors through media viewed by children and parents.	Social marketing campaigns: Use commercial marketing principles to promote health behavior change at an individual or population level.	Not reported
Evans et al. 2015 [85]	Reduce tobacco use and consumption and promote a healthy diet by increasing fruit and vegetable intake.	Branded public health campaigns: Use social marketing principles to promote and support behavior change and create symbols or identities that embody pro-social and health-promoting behaviors.	Marketing, psychological and communication theories.
Luca and Suggs 2013 [88]	Stop tobacco use and smoking behaviors and make dietary changes to reduce heart disease risks.	Social marketing campaigns: Used to influence a target audience to either start, reject, modify or stop a specific behavior in order to benefit the individual, specific groups or society and produce social change.	Economic exchange theory; diffusion theory; theory of planned behavior; theory of reasoned action; health belief model; protection and motivation theory; stages of change or Transtheoretical model; social cognitive theory
Shawky et al. 2019 [92]	Use social media in campaigns to support participant engagement in social marketing programs.	Social marketing and social media campaigns: Use social media (e.g., tools and platforms for social interaction such as digital, web-based and mobile technologies) to augment traditional media to raise awareness about issues and make communications accessible, interactive and scalable to raise target audience awareness about health issues.	Not reported
Stead et al. 2007 [93]	Influence individual behavior, environmental and policy change for tobacco, drugs, alcohol and physical activity.	Social marketing campaigns: Applies commercial marketing principles, strategies and techniques to analyze, plan and evaluate programs or campaigns to influence the voluntary behaviors of target audiences to improve their personal welfare and societal outcomes.	Social marketing framework is based on many disciplines and theories to explain human behaviors. Social marketing framework has six components to benchmark a campaign or program: (1) behavior change; (2) consumer research; (3) segmenting and targeting populations; (4) marketing mix (product, place, price and promotion); (5) exchange; and (6) competition.
3. Public awareness, information, education or health promotion campaigns (n = 6)
Bouman and Brown 2010 [77]	Raise awareness and influence behaviors to encourage healthy lifestyles.	Lifestyle campaigns: Use media and/or entertainment education to communicate messages to targeted audiences over a period of time to raise awareness about a health issue, and/or influence attitudes, beliefs, values or behaviors as part of a lifestyle.	Communitarian ethical framework
Cruz et al. 2019 [80]	Reduce tobacco product use among vulnerable populations.	Anti-tobacco public education campaigns: Use media to promote educational messages to reduce tobacco use.	Not reported
Randolph et al. 2012 [91]	Use campaigns to discourage and stop tobacco use among individuals and populations.	Health promotion campaigns: Initiatives that aim to increase uptake of healthy behaviors by changing people’s knowledge about a health behavior, attitudes towards a health behavior and/or adoption of the behavior.	Not reported
Te et al. 2019 [94]	Use social media to disseminate health messages about sugar-sweetened beverages.	Social media anti-sugary beverage health campaigns: Use educational materials and activities created by a health institution and disseminated through various social media platforms to persuade a target population to reduce their consumption of sugary beverage products to improve diet and health outcomes.	Not reported
Trieu et al. 2017 [95]	Reduce population intake of dietary salt or sodium to decrease cardiovascular disease risks.	Salt-reduction public awareness and health education campaigns: Used to deliver information to raise awareness and educate target groups about dietary salt to lower cardiovascular disease risks and improve health outcomes.	Social ecological model; social cognitive theory; self-management principles; principles of behavior change; PRECEDE-PROCEED framework.
Weiss et al. 1994 [97]	Use public information campaigns to support policies.	Public information campaigns: Government-directed and sponsored efforts to communicate to the public a achieve a policy outcome.	Policy theory
4. Counteradvertising or media advocacy campaigns (n = 5)
Bellew et al. 2017 [76]	Use social countermarketing to create social, environmental and health benefits for people and society.	Social countermarketing campaigns: Uses concepts and techniques that contrast commercial (for profit) and social (public good-focused) countermarketing to reach decisionmakers to support social change.	Integrative social countermarketing framework based on theories and models that have an upstream/systems focus combined with theories and models that have a downstream or individual focus.
Dorfman et al. 2014 [83]	Use media advocacy to support public health goals.	Media advocacy campaigns: Grounded in social justice values to target policymakers and mobilize individuals to drive policy change and address the social determinants of health.	Agenda-setting and media-framing theories.
Freudenberg et al. 2009 [86]	Change industry practices that damage human health.	Media advocacy: Used by one or more organizations to launch targeted activities of varying duration to change specific corporate or industry practices that harm health.	Not reported
McKenna et al. 2000 [89]	Reduce tobacco use among youth.	Tobacco countermarketing campaigns: Used to counteract pro-tobacco marketing messages and influence through sharing pro-health messages to influence the behaviors of target audiences.	Not reported
Palmedo et al. 2017 [90]	Reduce tobacco, alcohol and unhealthy food and sugary beverage demand and use among individuals and populations.	Countermarketing campaigns: Use health communications to reduce consumer demand for unhealthy products by exposing the motives and undermining the marketing practices of producers leading to changes in industry marketing practices.	Social cognitive theory
5. Political or public policy campaigns (n = 1)
Iyengar and Simon 2000 [87]	Use public relations and media advocacy strategies to promote healthy and democratic societies.	Political campaigns: Strengthen the relationship between message content and the predispositions of the targeted populations as well as the interactions between competing campaign messages to achieve a policy outcome.	Describes three theoretical models: (1) Resonance Model that aligns campaign messages with individuals’ existing preferences. (2) Strategic Model that focus on interactions between competing messages. (3) Traditional Model where campaign characteristics determine the effect.