New campaign urges young men to rethink their love of sugary drinks

 8 February 2021

A new counter-campaign delivered by the Rethink Sugary Drink alliance, of which the ADA is a part, is aiming to expose the way in which sugary drinks companies market and advertise their products as a way of convincing young men between the ages of 12 and 24 to rethink how many sugary drinks they consume.

Craig Sinclair, Head of Prevention at Cancer Council Victoria, a partner of Rethink Sugary Drink, said while the campaign imagery isn’t easy on the eyes or ears, the ad is designed to cut through the polished imagery that this audience is bombarded with from sugary drink companies and highlight how they’re being conned.

“We know young Australians are hooked on sugary drinks. One in six teens down at least 5.2 kilograms of added sugar from sugary drinks alone every year.

“Getting swept up by the beverage industry’s marketing game could mean young Aussies have signed themselves up to unhealthy weight gain, 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.”

Launching on a range of digital platforms including YouTube, Facebook, Instagram and TikTok, the Full of Crap campaign aims to crush young men’s glorified perceptions of sugary drinks and alert them to dangerously high levels of sugar in these products and the health harm that can come from consuming them, including to a person’s oral health.

As one in three males aged 15-34 (32.1%) have untreated tooth decay Dr Mikaela Chinotti, Oral Health Promoter at the Australian Dental Association, a Rethink Sugary Drink partner, has seen the devastating impact sugary drinks has on teens and young adults’ teeth and wants Australians to consider the health consequences of drinking too many.

“Some people may not realise every time they take a sip from a sugary drink that they expose their teeth to an acid attack, dissolving the outer surface of our tooth enamel.

“This regular loss of enamel and exposure to sugar can lead to tooth erosion and cavities, which can cause teeth to become very sensitive, painful or even affect their appearance.”

Dr Chinotti said the campaign offers yet another reason for Australians to rethink their choice of drink.

“Simply cutting back on sugary drinks or removing them entirely from the diet, will allow our teeth to be much stronger and healthier. By not falling for the nonsense sugary drink companies are selling and going for water instead, your body will thank you in the long run,” Dr Chinotti said.

For more information on this important initiative, go to Full of Crap campaign