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Debunk the JunkAUGUST 14, 2017

Maureen Conway, MBA, MA, RD, LDN

IN: Debunk the Junk Science

Helpful info for a healthier lifestyle

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How We Debunk the Junk: Using Science + Humor to Address Myths aboutSucralose

Healthcare practitioners, like myself,turn to evidence-based scientificresearch for philosophies andviewpoints. There are many differentkinds of research studies on low-caloriesweeteners; however, the type anddesign of these studies, and whatresearch question is being asked, candrastically change what findings meanand how they should be interpreted.

At the SPLENDA® Brand, we point to

the more than 100 studies that supportthe safety of sucralose and the fact thatit has been approved by globalregulatory bodies (such as the FDA,Health Canada and the European FoodSafety Authority) in over 80 countries.

Additionally, independent healthauthorities, including the Academy ofNutrition and Dietetics, AmericanDiabetes Association, American HeartAssociation and the American Cancer

Society support the use of SPLENDA®

Sweeteners as part of a healthy diet.

Despite this overwhelming body ofevidence, there is misinformation aboutsucralose often attributed to researchthat uses unconventional or poorly

designed methods, draws conclusionsthat don’t match the research questionor are erroneously drawn. At the

SPLENDA® Brand, we call this junkscience.

#DebunktheJunk

SPLENDA® Brand isintroducing new myth-busting content that“debunks” this junkscience, using humor to address poorly-drawn conclusions, click bait headlines,and shaky science communications.

We understand how seeing “myths”

associated with SPLENDA® becomeschallenging to navigate. Junk science

undermines our commitment to goodscience principles and the ability for ourconsumers to believe and trust they areusing the highest quality products.

That’s why a key component of this

initiative is arming fans of SPLENDA®

with the tools and resources, like thisguide to evaluating scientific studies,that enable everyone to take an activerole in identifying and questioning junkscience and advocate for the practice ofscience rooted in accuracy.

Working with twocontent creators -Yvette d'Entremont, ascientist also known asSciBabe and the

parody ecard platform Someecards, we

at SPLENDA® Brand will be introducingdigital and social content with one goal:

to empower fans of the SPLENDA®

Brand to take an active role in bustingmyths about sucralose. We also createda unique hashtag to help you identifythis content on social media:#DebunktheJunk. The content will beavailable beginning today atwww.Someecards.com/Splenda and onSciBabe.com/debunkthejunk It willcontinue to be released in the months tocome so be sure to stay tuned foradditional information and resourcesthat help you debunk junk science!

These content partnerswere specificallyselected because theyhave expertise intranslating what canoften be complicatedconcepts into understandable, relatableterms, and they are supporters of thebrand’s passion for discerning goodscience from junk science. Additionally,

they are SPLENDA® Brand fans.

About the Partnerships:

SomeecardsSomeecards is known for creating someof the most iconic and shareable contenton the web, including "ecards" whichparody the traditional greeting card

industry. For Debunk the Junk, they willbe creating funny and easily relatableecards that highlight misrepresentations

and misinformation about SPLENDA®

products.

Duncan Mitchell, CEO ofSomeecards“We’re excited for this

collaboration and the impact our contentwill have as it debunks myths in supportof good science and the safety of

sucralose. Our staff loves SPLENDA®,so it’s great to see that Someecards canplay a role in delivering this importantinformation to consumers in a humorousway.”

Yvette d'Entremont, aka SciBabeYvette d'Entremont bustspseudoscience and mythsby using a combination ofher extensive science knowledge andan edgy comedic style. Through herSciBabe platform, she takes pride inidentifying good science, and pokingholes in anything that is not. She will becreating original myth debunking contentto help fans get to the bottom of themisinformation around sucralose.

“I am so thrilled to be part of thismovement that adds a little punch tocommunicating good science withoutsacrificing its integrity. Consumersdeserve to know the truth that's oftenshadowed by clickbait, but I've found

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humor helps make science moreaccessible. So let's have a giggle andlearn something together. Come with anopen mind, I'll bring the science. Andsome dirty jokes."

AUGUST 14, 2017 | POSTED BY: Maureen Conway, MBA, MA, RD,

LDN | IN: Debunk the Junk Science

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