New York Fights Obesity Through Ad Campaign
by Susan Davis on 10/15/09 at 7:19 am
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We LOVE it
New York City is in the middle of a full-blown advertising campaign that aims to shock its residents into cutting the calories it consumes through sugary soft drinks. Subway riders are being bombarded with full-color ads reminding them that soda and other sugar-laden drinks are bad for their health. Specifically, the campaign asks if consumers are “pouring on the pounds,” as an in-your-face ad shows a bottle filling a glass with a thick substance that turns into a glob of yellow, human fat (complete with blood vessels). This supposedly shocking ad is the latest weapon in what has become America’s war on obesity, as it reminds consumers of the billions of hidden calories they consume each year in highly sugared drinks.
The “Are you Pouring on the Pounds” campaign is sponsored by the city’s Department of Health and urges consumers to “cut back on soda and other sugary beverages.” The ad further says, “Go with water, seltzer, or low-fat milk instead.”
“Sugary drinks shouldn’t be a part of our everyday diet,” said New York City Health Commissioner Thomas A. Farley, in a press release issued by the agency. “Drinking beverages loaded with sugars increases the risk of obesity and associated problems, particularly diabetes but also heart disease, stroke, arthritis and cancer.”
Campaign is Being Scrutinized by other Cities and States
Although many New Yorkers are nonplussed by the ads, the campaign is attracting the attention of other cities, states and municipalities, all which are looking for ways to curb America’s love affair with liquid sweets.
There’s no denying that Americans are addicted to their soft drinks, as they guzzle down more than 15 billion gallons of various sugary concoctions each year. Besides these empty calories affecting the waistline and contributing to other medical conditions, dental professionals are also on board, as too much sugar leads to dental cavities and tooth loss. No matter how you look at it, sugary drinks are bad for you. After all, a 20 ounce soft drink has nearly 17 teaspoons of sugar.
The Health Department recommends these simple strategies to avoid pouring on the pounds: If you drink coffee or tea, order it plain and flavor it yourself. If you order a sugar-sweetened beverage, ask for a “small.” When you shop for beverages, read the labels and choose products with fewer than 25 calories per 8-ounce serving. And if you enjoy sugar-sweetened beverages, make them an occasional treat and not a daily staple.
This is a hot issue that can be debated till the cows come home, with passionate supporters on both sides of the pasture. Indignant libertarians cry “foul,” saying that what New York is trying to do is a violation of their right to choose. Others say that something has to be done to save Americans from their own poor choices.
Is a Soft Drink Sin Tax in the Works?
Another perspective on the anti-obesity campaign includes the possibility of a tax on soft drinks, to the suggested tune of a penny an ounce. New York is poised to enact this tax in another effort to curb obesity. Both tactics – the ad campaign and the soda tax – are methods to make consumers reach for water, seltzer or other low-sugar alternatives. The same goal – only through different tactics.
Meanwhile, soft drink manufacturers are gearing up for their own battle and striking back. Coca Cola CEO Muhtar Kent said in the Wall Street Journal that, “If we’re really interested in curbing obesity, we need to take a hard look in the mirror and acknowledge that it’s not just about calories in. It’s also about calories out.”
And he’s right. Kids today are spending most of their free time in front of a computer or video game console. Exercise and physical activity have become four-letter words.
So what is the right approach here? If we really want to reduce soda consumption, do we use psychologically disturbing ads or impose a sin tax? Or perhaps we should take a more drastic approach and outlaw the production and sale of soda, making it an illegal substance? That’s a debate for another day.
We are very happy about the campaign, but how’s this for an idea: add to calorie postings exactly how long it will take to burn off the item you are about to eat. For example: a Big Mac has 540 calories (without fries and soda). A 131 lb, 5′2″, 32 year old woman who is moderately active should have about 2,000 calories per day just to maintain her weight and it would take her about an hour and forty five minutes just to burn off that big mac alone.
It will take a major education program on nutrition and caloric intake to make a difference. Most people do not realize or are not informed about what their daily caloric intake should be and how eating just three items can sometimes put you over your daily intake. We salute NYC for taking this very important first step, and look forward to future efforts taken to educate the public.
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