BWA Launches New Sugar Bites TV Commercials to Prevent Childhood Obesity

BWA, in partnership with First 5 Contra Costa and the Healthy and the Active Before 5 collaborative, recently launched provocative Sugar Bites television commercials aimed at preventing childhood obesity by lowering children's consumption of sugary drinks.

The commercials, which feature a young girl pleading with her mother to purchase the same drink she sees on an advertisement as she enters a grocery store, draw attention to the deceptive marketing strategies beverage companies use to portray sugary drinks as healthy options for children. When the mother takes a closer look at the product, she sees it transform into a toothy monster and is horrified to learn that consuming sugary drinks can lead to tooth decay, obesity and diabetes.

The 30-second Sugar Bites commercials will be airing in both English and Spanish on cable TV stations and online in Contra Costa County through July 2015. Extended versions of the commercials, with tips for parents to cut back on sugary drinks, are available on the campaign website.

For further information about the campaign, and to watch the videos, please visit www.cutsugarydrinks.org.

The full campaign press release can be viewed here.