Sugar Bites

The brief: reduce childhood obesity by lowering sugary-drink consumption among parents of children five and under, for First 5 Contra Costa, Kaiser Permanente, and the Healthy and Active Before 5 Collective.

The answer: make the drink the monster. A child eyes a juice box that has grown a mouthful of fangs; the copy underneath talks like a pediatrician: juice drinks can destroy teeth, cause obesity and lead to type II diabetes. Protect your kids. Choose water instead. The fangs get the fridge-door memory; the plain sentence under them gets the behavior. English and Spanish site at cutsugarydrinks.org, transit shelters, BART station ads, billboards, convenience-store posters, door hangers, brochures, magnets. Communicator Awards Gold Award of Excellence, Websites–Health, 2014, and the campaign published its evaluation report.