Social Marketing

Sugar Bites is a social marketing campaign aimed at preventing childhood obesity in Contra Costa County by reducing consumption of sugary drinks, which are the single largest source of added calories in the American diet.

Children today consume far more calories from sugary drinks than they did 30 years ago and childhood obesity rates have more than tripled over that same period of time. In 2010, one in three low-income kids in Contra Costa County ages two to five were overweight or obese. Obese kids are more likely to become obese adults putting them at greater risk for heart disease, stroke, type 2 diabetes and certain types of cancer.

While many people realize that soda is not a healthy beverage option for their kids many do not realize that other sugar sweetened beverages like juice drinks, energy drinks, flavored milk, and sweetened waters and teas often have even more added sugar and calories than soda. In order to protect the health of Contra Costa County kids, Sugar Bites urges parents to choose water for their kids instead of sugary drinks.

Sugar Bites is a collaborative effort led and funded by First 5 Contra Costa and supported by Healthy and Active Before 5. The campaign was designed by Better World Advertising.