Make the Switch Campaign

About the Program

Category: Health (Best in Category)

Year: 2016

While Boulder County is one of the leanest counties in Colorado, 12 percent of our preschoolers in low-income families are considered obese. Consumption of sugar-sweetened beverages is associated with chronic disease and obesity; drinking just 1 sugary drink per day increases a person’s risk for type 2 diabetes by 25 percent, for childhood obesity by 55 percent, and for death from heart disease by 30 percent. We know that nutrition behaviors are established in early childhood, that they predict eating habits as adults, and have long-term effects on overall health. The Make the Switch marketing campaign was created in response to these facts – focusing specifically on helping families provide their children set healthy lifelong habits. The three-month campaign reached out to low-income Boulder County families with children to encourage, support, and motivate them to ‘make the switch’ from sugary drinks to healthy drinks. The campaign included 1) a pledge for parents to give their kids healthy drinks, 2) encouragement for parents through twice-weekly tips via text message, 3) a Spanish-English website with information about the harms of sugary drinks, child-friendly educational activities, and recipes for healthy drinks, and 4) a contest with prizes aimed at motivating children to ‘make the switch.’ The campaign successfully motivated behavior change: • 46 percent of children aged 0-5 years reported a decrease in consumption of sugary drinks; • 59 percent in the 6 –18 year old group; and • 53 percent in the over 18 older age group.