In today’s world, social marketing is very prevalent. With an increase in technology and social media, advertisements are everywhere. With health and nutrition becoming an increasing concern among the population many restaurants, products, companies, and even cities, want to place a focus on what they are doing to contribute to the health epidemic. As most people who are studying any field of health care know, many advertisements contain misleading information placed to appeal to the viewer. As a nutrition student, I often find it stressful when I can see through the false advertising of a company that is trying to portray themselves as healthy and also I feel appreciation for companies that accurately confront becoming healthier.
The New York City Department of Health and Mental Hygiene released an ad campaign in 2009 focusing on “Pouring on the Pounds”. The video, which they titled a comedy, on their YouTube page tackles the harsh reality of what sugary drinks can do to a consumer’s body. The ad shows a man pouring out a can of “soda” but what actually comes out of the can is fat. As the thirty-two second video continues the viewers see the man gruesomely consume the cup of fat, which leads into the statement of the campaign, that drinking even one soda a day can make you ten pounds heavier a year. The ad concludes by giving healthy alternatives to drinking sugary beverages.
You can view the ad on NYC Health’s YouTube page here.
Although the ad campaign was a little bit difficult to watch, I really enjoyed the fact that New York City is tackling the ugly truths of sugary drink consumption in an effort to create a healthier population in their city. Efforts that I would like to see more of in cities across the United States. The “Pouring on the Pounds” campaign can be found on The New York City Department of Health and Mental Hygiene’s website in the form of brochures, a video on their Youtube page, and through advertisements. On their website there are many visual aids to help understand the content and health concerns of sugary drinks, including the risk of obesity, heart disease, and type two diabetes. There is also a map of New York City showing distances you would have to walk to burn off the calories of one twenty ounce soda.
I feel that more ads like this that are bold and reality stricken, resonate more with viewers. Even reading the comments of the YouTube video, people felt disgusted and wanted to seek change. Using this type of technique to resonate guilt or fear in the audience seems harsh, but if it works in creating a healthier population it almost seems worth it.
NYC Health Youtube Link:https://www.youtube.com/watch?v=-F4t8zL6F0c
NYC Health Images Website: http://www.nyc.gov/html/doh/downloads/pdf/cdp/healthy-alt-brochure.pdf
http://www.nyc.gov/html/doh/html/pr2009/pr057-09.shtml