NYC Dept. of Health, Anti-Soda
Pouring on the truth.
Millions of New Yorkers saw soda brands as cherished family friends. And no one wants to believe or even hear nasty stories about their friends. Our challenge was to dramatize the dark, ugly side of sugary drinks, and get loyal drinkers to think twice and start choosing healthier.
Our solution showed, in all its nauseating glory, what happens to all that invisible liquid sugar if you down soda and sports drinks every day.
My theme launched a revolution…
…and our campaign kept finding new ways to stay fresh and drive change.
Have you ever envisioned how much sugar is in your favorite soda, sports drink, energy drink or juice?
Or how much exercise it takes to work it off? Well, we were the first ones to break the bad news, and start changing millions of lives for the better.
From the opening monologue of The Tonight Show to the cover story of Business Week, the campaign built buzz and gathered momentum. Picked up by major city health departments nationwide, it started a social and cultural revolution.