It takes both chutzpah and cojones (both indigenous to NYC) to roll out a campaign that takes on the beverage industry. And that’s just what the New York City Department of Health has done with its “Pouring on the Pounds campaign,” that effectively highlights the anti-health impact of sugary, sweetened drinks.
The cost of the multi-lingual ad campaign is about $277,000. It will run in 1,500 subway cars for three months.
Its signature image is a bottle of soda (or sugary substance of your choice) that is pouring into a glass. As it reaches the glass, the liquid turns to fatty globules. A stunning reminder of how these high-calorie products are empty calories that lead to obesity and other related health problems and diseases, particularly diabetes and heart disease, stroke, arthritis and cancer.
The ad queries, “Are you pouring on the pounds?” And it warns, “Don’t drink yourself fat.” Needless to say, one can quench their thirst with water.
According to the American Heart Association, Americans now consume on average 22 teaspoons of sugar per day or 355 calories. The NYC Department of Health found that more than 2 million New Yorkers drink at least one sugar-sweetened beverage each day, averaging 250 calories per ‘pop.’
Sweetened beverage consumption is highest among 18-44 year old and among adult blacks and Hispanics.
How We Learn:
If you consider the research conducted by Child Development Theorist Linda Kreger Silverman, which indicates that approximately 75% of the population learns from visual cues and 65% from words (25% exclusively), then utilizing visual campaigns that are heavy in images and words, makes perfect sense.
My only question is this: $277,000 seems a small amount of money to pay to deliver such an important message. Why only 3 months? Why only in New York City?
To the rest of the nation, I say, “Hey, ramp up the chutzpah and get some cojones.” And to the NYC Health Department, I say, “Super-size this campaign and count me in!”
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About Our Lady Of Weightloss"Janice Taylor is a 'kooky genius'"
~ O, The Oprah Magazine
Janice Taylor is a Weight Loss Coach and Certified Hypnotist, author, artist and motivational speaker. She is the author of Our Lady of Weight Loss: Miraculous and Motivational Musings from the Patron Saint of Permanent Fat Removal and All Is Forgiven, Move On: Our Lady of Weight Loss's 101 Fat-Burning Steps on Your Journey to Sveltesville (publication date May 15, 2008). Janice is also the creator of the popular e-newsletter Kick in the Tush Club and a 50-pound big-time-loser.
Books By Janice:
- Miracle Cure: The Freeze Your Ass Off Diet
- Coach Yourself Thinnish: “How specifically?”
- Kick in the Tush Tuesday: Sugar Addict?
- Puzzled? Be a Foto-Food Journalist! Lose Weight!
- #OneWord Thursday: Ready Set #Focus
- Coach Yourself Thinnish: What’s important to you?
- Kick in the Tush Tuesday: What Is Letting Go? AND … how tight is your grip?
- Puzzled? Chew on Buddha’s Words?
- Coach Yourself Thinnish: How will losing weight affect…all things NOT you?
- Kick in the Tush Tuesday: End Temptation Now!