Soda Sucks is a youth creative campaign that has taken on a life of it’s own. Young people were asked to create their own anti-ads in response to the constant barrage of soda marketing targeting them. The name Soda Sucks came from focus groups that I led — youth admitted to liking soda but where aware that they were being targeted and resented the fact.
The campaign garnered international attention and was featured and the Center for Science in the Public Interests first Sugary Drink Conference in the Spring of 2012. The winning entries are currently on exhibit at the California Museum’s Health Happens Here exhibit sponsored by The California Endowment. The contest was run again in the Fall of 2012.
In addition to campaign manager, I worked with community youth groups to encourage and facilitate young people entering the contest.