To prevent childhood obesity, First 5 Contra Costa and the Healthy and Active Before 5 collaborative launched the hard-hitting and award-winning Sugar Bites campaign in 2013 urging parents to protect their toddlers and preschoolers from sugary drinks and serve them water instead.
Here’s why: Childhood obesity is a public health crisis. Children today consume far more calories from sugary drinks than they did 30 years ago and childhood obesity rates have nearly doubled over that same period of time.
In 2010, one in three low-income kids in Contra Costa County age two to five was overweight or obese. Obese kids are more likely to become obese adults putting them at greater risk for heart disease, stroke, type II diabetes, and certain types of cancer.
The beverage industry spends millions marketing sugary drinks to children, especially to Latino and African American children. We think parents deserve to know the truth about the serious health risks associated with these drinks. In order to protect the health of Contra Costa County kids, we’ve provided a much-needed counter message to what the beverage industry uses to target our children.
Learn more about Sugar Bites and find tips for serving your family water at the Sugar Bites website.