Be Ready. Be Hydrated.
Public Awareness and Counter-Marketing Campaign
Create a public awareness and counter-marketing campaign for the community, by the community.
GOAL
Reduce the demand for sweetened-sugar beverages (SSB), expose the motives of SSB producers and the marketing tactics they use, highlight the adverse health effects of SSB consumption, and promote a healthier alternative.
STRATEGY
Form a community-based coalition comprised of organization and youth who serve and are part of the priority population to develop a multicultural counter-marketing campaign that speaks to the community.
EXECUTION
Implement multicultural, cross-platform marketing and outreach plan to reach the priority and secondary population during a global pandemic. Tactics included digital, social, broadcast, outreach, and environmental.
330,000 impressions
on Video and Audio Streaming
2 million impressions
via digital retargeting
500,000 impressions
on Social Media
