The first phase of our Sugar Bites campaign is winding down and so far we’ve made quite an impresssion.
The purpose of Sugar Bites, which we launched in May with Healthy and Active Before 5, is to inform parents about the dangerous health effects of sugary drink consumption and encourage them to serve their toddlers and preschoolers water instead.
Our bilingual campaign consisted of ads displayed on local bus shelters, BART stations, check-cashing facilities, and 50 convenience stores located in Bay Point, Concord, Pittsburg, Richmond, and San Pablo, the new cutsugarydrinks.org website, and distribution of 40,000 brochures throughout the county.
Phase I of our campaign may almost be over, but that doesn’t mean we’re done. A study released last week reinforces why our Sugar Bites message is so important. The study revealed that daily consumption of sugary drinks, such as soda, juice drinks, and sport drinks, leads to obesity in preschool-age children.
The following day, the CDC released encouraging data showing a slight decline in obesity rates among low-income preschoolers – the first decline in decades. California’s rate decreased from 17.3% to 16.8%. While the CDC couldn’t say for sure why rates are declining, some possibilities include higher breastfeeding rates and new WIC policies which no longer allow the inclusion of juice in infant food packages.
In an effort to prevent childhood obesity, First 5 Contra Costa and the Healthy and Active Before 5 collaborative have launched a hard-hitting campaign urging parents to protect their toddlers and preschoolers from sugary drinks, and serve them water instead.
As you can see from the artwork, we’re not pulling any punches with this campaign: