11 February 2021
Full of crap
Rethink Sugary Drink has launched a new campaign, Full of Crap, to highlight the staggering amount of sugar that young Australians are consuming through sugary drinks.
Did you know some Aussie males aged 14–24 are knocking back a staggering 1.5 litres of soft drinks, sports drinks or energy drinks every day? That’s 547.5 litres of sugary liquid a year. As new sugary drink lines pop up on supermarket shelves, often at a price cheaper than water, Rethink Sugary Drink’s new campaign communicates an important message at a critical time.
Using elements of surprise and humour, the Full of Crap campaign aims to grab the attention of males aged 14–24, and shine a light on the glorified ways sugary drink companies depict their products and the health harms associated with drinking them.
Getting swept up by the beverage industry’s marketing game could mean young Aussies have signed themselves up to unhealthy weight gain and increased risk of tooth decay. They are also increasing their risk of battling serious health problems such as type 2 diabetes, heart and kidney disease, stroke and 13 types of cancer later in life.
Addressing sugary drinks companies’ marketing and advertising tactics, Full of Crap urges young people to rethink their sugary drink consumption. Join us in encouraging Aussies to think twice before consuming sugary drinks and promoting water as the drink of choice, by sharing with the #rethinksugarydrink hashtag.
The campaign will run for three weeks and will be seen across digital platforms including YouTube, Facebook, Instagram and TikTok, and shared widely on social media by health and community organisations.