It seems like in no time at all Sugar has gone from the perceived image of being completely harmless to two major blows within the course of a week. Last week the American Heart Association warned of the dangers of too much sugar consumption citing that Americans should not consume more than 6 teaspoons of sugar in a day for women and 9 teaspoons of sugar in a day for men. This week the Department of Health and Mental Hygiene for New York City has launched a campaign targeting the dangers of consuming too much sugar from liquid sources such as soft drinks, sports drinks, and sweetened iced teas. The campaign is called “Pouring On The Pounds” and features some aggressively graphic imagery of a sugary beverage being poured into a glass, however before the liquid hits the glass, it’s become a “glob” of fat.
The campaign asks “Are You Pouring On The Pounds?” and then recommends replacing the sugar loaded beverages with water, seltzer, or low-fat milk as a substitute. The heart of the campaign is definitely the visual as their ads feature a soda bottle shaped a lot like a Coca-Cola bottle, a sports drink bottle that resembles Gatorade, and a sweetened iced tea that looks a lot like Snapple. Obviously they can’t show the brands, but are trying to aim for ones you can identify from the shapes of their bottles. The gross image of the fat in the glass, conveniently overflowing out of the glass is very powerful. The image seems to be designed to get people to pay attention to what they’re drinking. It’s all to easy to forget about the liquids we drink in a day when taking a look at how much sugar we consume in a day. Most people can easily see the foods we eat as a source, but liquids we tend to forget because we don’t always see them as food too.