Developed by the New York City Department of Health and Mental Hygiene to fight the guzzling of high-calorie beverages like soda, certain juices, and other sugary drinks, hundreds of thousands of dollars went into the advertisements. Many do not realize that the sugar in these beverages can add unwanted calories just as much as overeating unhealthy solid foods. Calories loaded into a liquid form go down easy and don’t fill you up as much, making them an often overlooked perpetrator for the problems that they may contribute to, such as cavities, arthritis, obesity, diabetes, and even heart disease, stroke, and cancer.
According to Sewell Chan of The New York Times, it was determined by officials, with the help of focus groups, that a more graphic and shocking approach worked in delivering the ad’s message. Cathy Nonas, dietitian and director of physical activity and nutrition programs at New York City’s Department of Health and Mental Hygiene, hoped that those who saw the ads would be shocked, leading them to second guess their drinking habits. “We need to start thinking of the sugar in sweetened drinks as unwanted, wasted calories,” said Nonas in a release for the campaign.
Of course, the beverage industry does not exactly love this portrayal of their products. They oppose the over-the-top depiction of sweetener-enhanced beverages, making them appear as though they are solely accountable for making drinkers fat. In response to the ads, the American Beverage Association issued a statement saying, “While we support the campaign’s desire to help people lead healthier lives, we do not believe the campaign’s imagery represents a serious effort to address a complex issue such as obesity.”
The attention-grabbing content of the ads was done with much concern and reason. According to research done by the city’s health department, more than two million New York residents drink sodas or sweetened drinks every day. The Department of Health and Mental Hygiene health bulletin also notes that nearly half of the extra calories Americans consume come from sugar-sweetened drinks. Sugary drink consumption is more common in men than women and is most popular among those 18-44 years old and among adult blacks and Hispanics.
Teenagers especially are more likely to drink a sweetened beverage once or more during the course of a week. “Teens who consume sugary beverages drink an average of 360 calories per day. Someone would have to walk 70 blocks to burn that many calories,” says the bulletin. A wakeup call was in order to bring the unknowing audience of these beverages to a realization that they may be harming themselves.
This is not the first time the city has tried to take action against sugary drinks and sodas. In 2008, a soda tax was proposed by Governor David A. Paterson of New York to issue an 18% tax on such drinks to discourage their purchase. The tax was said to prevent obesity while raising money that would go towards heath programs. That idea got poured right down the drain.
Despite the proposal’s lack of success and support in New York, Congress is considering the implementation of a national soda tax that would supposedly help pay for health care reform. The American Beverage Association, for one, opposes this idea, fearing that it will reduce sales, and argues on its blog that a tax will not directly help to impact obesity.
Although you may not even realize it, we are drinking more sugar-loaded beverages than we once did. Cola bottles have grown over the years from 6.5 ounces to 20 ounces, and have you seen the size of some of the massive cups offered at many fast food chains? Some hold up to 64 ounces! And don’t act like you don’t fill yours with soda or some other type of super-sweetened drink…iced tea, anyone? In the fight against what most of us have come to expect as the typical or daily serving of sugary beverages, the health department’s campaign advises people to opt for healthier alternatives:
· Drink plenty of water.
· Choose fat-free or 1% milk.
· Skip sports and energy drinks.
· Watch out for those fancy mocha latte cappa frappe, coffee, tea, and shake drinks.
· Don’t think that just because it’s “fruit juice” it’s a substitute for eating real, whole fruit. A lot of juice drinks actually contain tons of calories and sugar.
· Downsize.
So are you pouring on the pounds? This graph from the NYC Department of Health shows the number of calories and amounts of sugar in some of the most commonly sipped sugary drinks:
The bottom line is that if you love beverages like those mentioned in the above graph, consume them in moderation as a treat—not as part of your daily routine.
For more information, check out the PDF of the health bulletin addressing the campaign.
What has been your reaction to these ads? Please let us know at comments@vigilantmonkey.com.
Marisa Musto is a graduate of the Culinary Institute of America and has worked in kitchens and the food industry for several years. She is currently studying communications at New York Institute of Technology, where she is also Editor-in-Chief of the college’s newspaper, The Campus Slate.