If obesity rates continue increasing at it’s current rate, 51% of the United States population will be obese by 2030 according to an article in the American Journal of Preventive Medicine. In the future, there will be an influx of chronic diseases and disabilities that will cost the United States billions of dollars in health care expenditures. It is essential to prevent the obesity epidemic now rather than to fix the problem later. Major Michael Bloomberg of New York City is one of the leaders attempting to lower the statistics on obesity.
Through the New York City Health Department, Major Michael Bloomberg launched a health campaign asking New Yorkers if they are “Pouring On the Pounds“. The goal is to encourage consumers to substitute soda and other sugar beverages with water, seltzer, and low-fat milk.
The advertisement consist of a sweet drink that pours out fat instead of soda. I think it is very effective because it reminds consumers how the sugar in soda, sports drinks, and sugary beverages converts to fat in the body and ultimately leads to obesity. By highlighting “pounds” and “don’t drink yourself fat” in a bright pink color, it grabs the audience’s attention. Also, the advertisement is supported by the city because there is a bolded NYC in the lower right hand corner. It gives the campaign credibility that the audience can trust. [Source of Image]
I think social marketing can be a powerful tool to portray a campaign’s message because it can reach people of different demographics via multiple mediums. According to the New York City Department of Health and Mental Hygiene’s press release, there are posters in the subway system and a multilingual Health Bulletin. The posters will be seen by more than a million people who ride the subway each day. Since New York City is home to diverse cultures, I think it raises more awareness by having the advertisements in multiple languages. Another way the campaign is displayed is through a video clip on YouTube.
After watching the short 32 second clip, viewers are able to find more information about the campaign on Facebook. Making the video available online allows more people to watch it. Viewers can share it with friends and families on other social media outlets such as Facebook, Twitter, and Google+.
While social media marketing has many pros, there are a few cons. It takes time to gain trust and popularity. Additionally, companies cannot control how the public reacts to the campaign. It can result in a backlash and negative comments, which can hurt the campaign.
When people saw this video, many people were disgusted. I thought that this helped with the campaign’s success because it opened their eyes to drinks other than soda that caused weight gain. This ultimately proved that their campaign worked. It is difficult to convince consumers that fruit juice can be just as bad as soda is. Most people don’t make the connection that juice, sport drinks, sweetened tea and coffee drinks can add hundred of calories to the diet each day. [Source of Image]
After seeing this video for the first time in my Biobehavioral Health and Nutrition classes last year, I became more conscious of the drinks I was consuming. Having more campaigns similar to Major Bloomberg’s “Pouring on the Pounds” will benefit the health of Americans and improve the obesity epidemic. Working to prevent the problem now will save the United States billions of dollars in the future.