Building Media Capacity for In-Depth Reporting on the SSB Tax

cappaone
October 18, 2024
1:25 pm

From October 10–11, 2024, Corporate Accountability and Public Participation Africa (CAPPA) organised a two-day training in Lagos State for media practitioners covering industry and business beats. This initiative which also forms part of CAPPA’s Sugar-Sweetened Beverages (SSB) Tax campaign, aimed to strengthen media engagement on public health issues related to SSB consumption.

The training brought together thirty (30) journalists, including reporters, editors, and publishers from both new and traditional media, representing prominent print, television, radio, and online outlets. The learning sessions were facilitated by veteran journalists and other experts who reinforced the crucial and indispensable role of the media in shaping perspectives, sensitising the public on the benefits inherent in the SSB tax, and amplifying the need for policy interventions to stem the growing prevalence of non-communicable diseases (NCDs).

The first day of the workshop featured opening remarks by CAPPA’s Executive Director, Akinbode Oluwafemi, followed by presentations from four experts. These included Dr. Francis Fagbule, a public health advocate from the University College Hospital Ibadan; Fidelis Obaniyi from the Centre for the Study of Economies of Africa (CSEA); Akin Jimoh, Program Director at Development Communications Network and Chief Editor of Nature Africa; and CAPPA’s SSB Tax Project Officer, Opeyemi Ibitoye.

Participants were exposed to topics centred on the Impacts of SSB Consumption on Public Health, the Economics of SSB Tax and Interpretation of the Finance Act 2022, Policy Direction for a Successful SSB Tax Regime in Nigeria and How to Grow Appeal for Public Health and SSB Tax Stories, among others.

Welcoming participants to the event, Oluwafemi referenced studies showing that close to 30 percent of annual deaths in Nigeria are due to NCDs which are primarily linked to unhealthy diets, particularly the consumption of SSBs, also known as “soft drinks”.

He noted that the current excise duty of N10 per litre on SSBs falls short of global recommendations, which advise that such a tax should result in at least a 20 percent increase in the final retail price of SSBs. He added, “Manufacturers continue to employ deceptive marketing, lack of content disclosure, absence of front-of-pack labelling, and false nutritional claims to attract consumers and sustain profits at the expense of public health.”

Stressing the pivotal role journalists play in addressing the surge of NCDs, Oluwafemi added, “I urge you to use your platform as journalists to advocate for the effective implementation of SSB Tax. It is essential to collaborate to ensure that our communities have access to accurate information, that policymakers are held accountable for national policy framework, and that public health remains a top priority in our communities and country.”In his presentation titled “SSBs and NCD Burden in Nigeria,” Dr. Fagbule stated that the median out-of-pocket cost for NCDs ranges from ₦10,193 to ₦10,750 monthly. He added that approximately 30 percent of households affected by NCDs experienced catastrophic health expenditures in 2018.

The public health expert explained that Nigeria’s National Health Accounts show that ₦384.4 billion was spent on NCDs in Nigeria in 2017. He, therefore, urged all stakeholders to support the SSB tax increase as the increase in some other markets has significantly reduced consumption.Fidelis Obaniyi, Research Associate, Centre for the Study of Economies of Africa (CSEA), spoke in the same vein while addressing the topic “SSBs and Economic Impact on Household: Cost of Disease and Effective Taxation.” He said Nigeria is ranked fourth globally in SSB consumption with 38.6 million litres in sales and that this has negative implications for the health sector.

According to him, about ₦493,334 million was spent on Direct medical costs of NCDs in 2023, ₦ 78,816 million was lost to low productivity of the labour force, and ₦57,921 million was spent on Informal care. “While the tax of N10 per litre on SSB in Nigeria is a good beginning, the tax rate must be improved to have a significant fiscal and health impact,” he said.In his keynote speech on Communicating Public Health Policies – The Roles of Nigerian Journalists in Addressing Sugar-Sweetened Beverages, Dr. Jimoh said NCDs are already placing inordinate demands on Nigeria’s healthcare system, adding that the need to reduce SSB intake is highly relevant for improved health outcomes.

He urged journalists and media organisations to sensitise the public on the effect of their excessive SSB consumption. “Journalists and media institutions can alter behaviour and save lives by educating the public on proper actions right through to calling for effective policy implementation and monitoring,” Jimoh said.The first day of the training concluded with a presentation from Ms. Ibitoye, who gave an overview and further enlightened participants about the SSB Tax Project, among others, and urged the participants to contact CAPPA for advocacy partnerships.

DAY 2

Day two opened with presentations by Oluwafemi Akinbode, Joke Kujenya, Executive-in-Charge of Media Mentors Journalism Centre, and Robert Egbe, CAPPA’s Media Officer.

Oluwafemi’s presentation on “Understanding Industry’s Narratives: Is Unhealthy Food a Choice?” showcased, among others, how the Nigerian food system was being bombarded with unhealthy foods by food corporations. He urged journalists to be vigilant and join the advocacy to nudge governments towards healthy food policies in the interest of public health.Media expert Kujenya delivered a presentation titled “Effective Reporting for Public Health Advocacy: Impact of SSB Consumption on Women, Children, and the Household,” urging journalists and stakeholders to educate the public about the dangers of excessive SSB consumption. The veteran journalist provided participants with a step-by-step guide on crafting impactful stories about the SSB Tax.

Kujenya encouraged them to “Investigate and report on local SSB consumption. Conduct local research on SSB consumption patterns. Interview households, collect data on purchasing habits, and identify public health concerns related to SSB consumption in their communities. Then write a report focused on how these consumption patterns affect women’s and children’s health and propose advocacy strategies based on their findings.” She described the role of journalists as, among others, a social responsibility, adding that “As a journalist, you play a vital role in public health advocacy. Your effective reporting on SSBs can lead to healthier communities and better policies.”In his presentation, “Developing SSB Story Ideas That Excite Your Editor”, CAPPA’s Media Officer Robert Egbe led participants on the dos and don’ts of SSB story writing. He capped off the training with a practical session on pitching SSB story ideas to an imaginary editor.

Participants expressed thanks to CAPPA for the training, describing it as an eye-opener on the risks of excessive consumption of SSBs. They pledged to join the advocacy and step down the message to their families, friends and social and other circles.