La gaseosa destruye tu cuerpo. Bebe Agua

1. Bebe Agua
14 August 2016
Yolk-E | Project #6
Polly, David, Nick, Titiaan

2. What we heard from you:
“Create a public service advertising campaign about obesity.”
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“Explicitly pick your [...] target audience for the campaign.”
“Create collateral to convince a set of people to do a specific thing around
obesity.”

3. Soda is a top cause of obesity, especially among Latinos
“Rising consumption of sugary drinks has been a
major contributor to the obesity epidemic.”
“People who consume sugary drinks regularly have
a 26% greater risk of developing type 2 diabetes
than people who rarely have such drinks.”
In recent years, soda and junk food companies have
been targeting black and Latino populations more
than white Americans.
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Sugary drinks are a key contributor to obesity Latinos are especially prone to obesity
Sources: Harvard School of Public Health, Institute of Medicine,
UCONN Rudd Report
Source: State of Obesity

4. Inspiration: smoking package warnings
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"There is clear evidence that tobacco package
health warnings increase consumers’ knowledge
about the health consequences of tobacco use."
The warning messages "contribute to changing
consumers’ attitudes towards tobacco use as
well as changing consumers’ behaviour."
Source: Sambrook Research International

5. Introducing “Bebe Agua”
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6. 6
Manuel Torres, age 13, Can’t run with friends
Soda destroys your body.
Drink water

7. 7
Oscar Figueroa, age 32, Clinically obese
Soda destroys your body.
Drink water

8. 8
Jose Alvarez, age 48, Rotting teeth
Soda destroys your body.
Drink water

9. 9
Ana Romero, age 39, Liver disease
Soda destroys your body.
Drink water

10. 10
Tony Sandoval, age 54, Heart disease
Soda destroys your body.
Drink water

11. 11
Gloria Aparicio, age 51, Diabetic
Soda destroys your body.
Drink water

12. Campaign strategy
Geography: 5 Texan cities with under 1 million
inhabitants with minimum 20% Latino
populations.
Media type: Billboards and Bus Stop
advertisements— Latinos rely heavily on public
transportation.
How to track impact: Measure sales of popular
soda brands within primary supermarkets over 6
month span.
Track online discussions about topic via
Facebook, Twitter and Google Alerts.
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13. Thank you.
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