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Shape Up San Francisco unveils "Open Truth" sugary-drink campaign with youth voices
Summary
Shape Up San Francisco and partners presented the Open Truth campaign to reduce sugary-drink consumption, using youth poets and creative advertising targeting communities of color and adolescents; the campaign will be evaluated using web analytics, community surveys and school partnerships.
Shape Up San Francisco and partner organizations presented "Open Truth," a citywide campaign aimed at reducing sugary-drink consumption and exposing beverage-industry marketing tactics that target adolescents and communities of color.
Christina Gautam, who directs the Shape Up San Francisco initiative, told the commission the campaign builds on years of local work to increase access to healthy food and decrease sugary-drink consumption. Presenters said the campaign will use transit and digital advertising, youth-led creative developed in workshops with Youth Speaks poets, and partnerships with UCSF, the American Heart Association and local counties.
Sarah Fine of the UCSF Center for Vulnerable Populations described how youth poets contributed spoken-word narratives to the ads; she identified two poets pictured in the presentation, Obasi Davis and Monica Mendoza, and said workshops with more than 40 youth informed campaign imagery and messaging. Brittany Chiquato of the American Heart Association said the campaign aims to link sugary-drink consumption to poor health outcomes and to inspire policy and behavior change.
Presenters pointed to prior local work such as the SugarPacks campaign, which was evaluated with UC Berkeley and reportedly found that 75 percent of regular sugary-drink viewers who saw the ad said they were likely or very likely to reduce consumption. Commissioners pressed presenters on evaluation methods and cost-effectiveness; staff said the campaign will use social-media analytics, intercept surveys and school-based metrics and that they would share evaluation approaches with the commission's community and public health committee.
Public comment Beatrice Cardenas Duncan, co-chair of Shape Up San Francisco, gave public comment in support of the campaign and linked the effort to oral-health concerns discussed earlier in the meeting.
Next steps Presenters said the official campaign launch was planned for February with initial transit placements in the Bayview and further evaluation to follow. Commissioners encouraged staff to coordinate evaluation metrics across campaigns so the department can compare effectiveness and prioritize spending.
