Soda Sucks

  • Young people responded enthusiastically to the chance to make their own anti-ads.

  • It was so much fun, we made a sequel.

  • The campaign was featured at the California Museum.

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.

Check out the results here: http://www.whysodasucks.com/
And the YouTube channel of video entries

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Overview

Project began as a request by the client to engage young people about the health hazards of soda consumption.

Client

New America Media - The California Endowment

Services

Creative Direction
Campaign Manager
Community outreach

Skills

Creative Direction
Event