BOSTON ? City officials launched a major federally funded public awareness campaign this week that is urging Boston residents to reduce their consumption of sugary beverages, the Boston Globe reports.
The campaign comes a month before Mayor Thomas Menino?s executive order takes effect, which phases out the sale, advertising and promotion of sugar-sweetened beverages in all municipal buildings.
?We are in the midst of a health crisis in the city of Boston,? Menino said. ?Forty percent of the kids in Boston Public Schools are overweight or obese.?
The six-week, $1 million campaign is funded by federal taxpayer dollars and includes saturation of Boston TV, radio, web, print and billboard advertisements. It particularly targets black and Latino neighborhoods, where obesity rates are highest.
The ads are aimed at parents who do the bulk of household shopping and young adults. One ad carries a ?Don?t get smacked by fat? tagline and shows young adults drinking sugary drinks while a neon yellow glob of fat approaches.�
?It?s unfortunate that the government is using taxpayer dollars this way, rather than focusing on ways to promote physical education and nutrition in schools.�Obesity has many causes, and at the end of the day, it?s about calories in and calories out.�Calories must be balanced with an appropriate amount of exercise,? NACS Director of Government Relations Carin Nersesian told NACS Daily.
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