New York's fizzy soda consumption may be fizzling out.
Or at least that's what New York City public health officials are trying to make happen.
On August 31, the city unveiled its new anti-obesity ad campaign aimed at helping--frightening?--the 2 million+ daily soda drinkers kick their habit and think more seriously about these seemingly innocuous liquids we so freely consume. The ads feature an emptying bottle of soda, whose sugary liquid contents are being turned into human fat as it deposits itself into two empty glasses below.
The ads will run in 1,500 subway cars for the next three months. (The cost for the ads, including research, planning, focus groups, etc., totaled three years and $277,000--although the actual ads, with a $90,000 price tag, were wholly paid for by the private organization The Fund for Public Health in New York.)
The city has high hopes that the abrasive ads will shock and shake millions of New Yorkers into reconsidering such exorbitant consumption of these thirst-quenching waist busters. And in lieu of a controversial Paterson-supported "fat tax" that didn't even make it to the legislature, this is the city's one shot at flipping the lid on the dangers of high calorie and sugar-laden sodas, energy drinks, fruit juices, and all other sweetened drinks, particularly their contribution to increasing the risk of obesity, diabetes, heart disease, and cancer.
Some opponents find this in-your-face approach counterproductive, claiming it's focused more on the sensationalist rather than the substantive. But what else is going to work? What's it going to take? Unfortunately, many of us fail to have grave concerns for our own health, lest that thinking cuts into prep time for our presentation with potential clients tomorrow morning. But this new approach features ads that are literally sitting opposite us while we're on our way to work. Tapping into our psyche. Asking us "why". Spoon feeding us the ramifications. Scaring us. Grossing us out. Turning us off. And hopefully, turning us off of our thirst for sugary drinks.
Let's say you have a ritual of going into the nearest bodega after you exit the subway and grabbing a few cans of Dr. Pepper before you head into the office. Might the preceding 20 minutes be a precursor to your new liquid diet, to swaying you into grabbing a bottle of water instead? Maybe. Maybe not. But "maybe not" is a risk these public official soda jerks are willing to take to stop us from guzzling down on empty calories.
Luckily, I've never been a soda drinker. With all the carbonation and syrupy sweetness, it actually makes me more thirsty. So, all's well on my end. But can YOU can it?
Be happy and Carpe Diem!
No comments:
Post a Comment