Vital Strategies congratulates South Africa on launch today of a new anti-obesity campaign
(October 11, 2016, New York, USA) – On World Obesity Day, Vital Strategies urges governments around the world to implement strong policies to reduce the growing burden of obesity, particularly among children. The earlier in life someone develops an obesity-related disease such as type 2 diabetes, the greater the risk of complications later. Vital Strategies also welcomes the launch of South Africa’s first national anti-obesity mass media campaign.
José Luis Castro, President and Chief Executive Officer, Vital Strategies, commented: “Obesity is a complex issue, but policy inertia will only exacerbate the growing global obesity epidemic. While no one policy in isolation is the answer, there is a growing body of evidence on the policies that are helping to deliver progress, and taxation of unhealthy products like sugary drinks is a case in point. Contrary to soda industry claims, Mexico’s soda tax reduced consumption – and reduced it most dramatically among the poorest in society, who are most likely to suffer from related health and economic harms. This is a progressive and effective policy, which should be adopted by more countries.”
Health experts focus on sugary drinks because they have no nutritional value. Nor do they reduce appetite, so total calorie intake increases and so does the risk of weight gain, diabetes, hypertension, heart disease and some cancers.
Castro continued: “Knowledge of the real health harms of sugary drinks is low, but once people understand those harms they are more likely to support taxation policies and can make more informed decisions, changing their behavior. But governments and health groups have to combat decades of industry- promoted misinformation linking these products to health and wellbeing. Vital Strategies has been proud to provide technical assistance to health organizations in Mexico, Colombia and South Africa, providing technical assistance on mass media campaigns that build support for taxes on sugary drinks and encourage people to switch to healthier alternatives.
“We congratulate South Africa on the launch of their campaign today, which will increase people’s understanding of the links between sugary drinks and ill health in adults and children. But firm government action – like taxes on sugary drinks – will reinforce that message and further encourage behavior change. We encourage the government of South Africa to implement its proposed tax on sugary drinks and urge other countries to adopt similar strategies to protect the health of current and future generations. Obesity is complex, but this epidemic can be overcome and we have the tools at hand to start making a difference.”
New campaign launches in South Africa
Marking World Obesity Day, health groups in South Africa, with technical support from Vital Strategies, today launched the country’s first ever national campaign to address rising rates of overweight and obesity. Almost 69 percent of South African women and 39 percent of men are either overweight or obese – the highest obesity rate in Africa. Obesity related diseases such as heart disease, type 2 diabetes, stroke and some cancers are among the top 10 causes of death in South Africa, together accounting for 43 percent of deaths.
The campaign leads with a powerful public service announcement (PSA), broadcast on national TV channels from today, which targets sugary, carbonated drinks as one of the key drivers of the obesity epidemic. Entitled Are You Drinking Yourself Sick?, the campaign highlights the fact that the sugar in any carbonated, sugar-sweetened drink enters the bloodstream and leads to fat build up in and around vital organs. This visceral fat increases the risk of type 2 diabetes, heart disease, stroke and some cancers. By showing a father and daughter drinking these beverages side by side, the campaign delivers a clear message that these health problems can begin with the consumption of sugary drinks in childhood.
The PSA and stills and transcripts from the PSA are available upon request.
About Vital Strategies
Vital Strategies envisions a world where every person is protected by a strong public health system. Our team combines evidence-based strategies with innovation to help develop sound public health policies, manage programs efficiently, strengthen data systems, conduct research, and design strategic communication campaigns for policy and behavior change. Vital Strategies is an affiliate of The International Union Against Tuberculosis and Lung Disease (The Union).
To find out more, please visit vitalstrategies.org or Twitter @VitalStrat
For further information or to arrange an interview with a Vital Strategies public health expert, please contact Tracey Johnston, Vital Strategies, at +44.7889.081.170 or tjohnston@vitalstrategies.org