In an effort to prevent childhood obesity, First 5 Contra Costa and the Healthy and Active Before 5 collaborative have launched a hard-hitting campaign urging parents to protect their toddlers and preschoolers from sugary drinks, and serve them water instead.
Sugar Bites calls attention to the abundance of sugar in drinks like soda, flavored milk, and juice boxes and the health risks associated with consuming too much sugar, including tooth decay, obesity, and type II diabetes.
"Young children are consuming far more calories from sugar-sweetened drinks now than they did 30 years ago, and consumption of sugary drinks is strongly correlated with their weight gain," said Contra Costa Health Services pediatrician and Healthy and Active Before 5 member Dr. Diane Dooley.
In 2010, 30% of Contra Costa County's low-income children age two to five were overweight or obese. Studies show that obese kids are more likely grow up to be obese adults, putting them at increased risk for heart disease, stroke, type II diabetes, and certain types of cancer. The single biggest source of added sugar in a child's diet comes from sugar-saturated beverages.
The Sugar Bites campaign consists of English and Spanish ads on BART platforms, transit shelters, convenience store windows, and check cashing facilities in Bay Point, Concord, Pittsburg, Richmond, and San Pablo. In addition, parents can get more information from new English and Spanish websites produced for the campaign and pamphlets and posters distributed throughout the community.
"The beverage industry spends millions marketing unhealthful products to our families," said Rhea Elina Laughlin, First 5 Contra Costa Community Engagement Program Officer. "We think families deserve to know the truth about how harmful sugary drinks are for their children. We're trying to establish healthy habits in young children that will lead to long, healthy adult lives."
To learn more, visit: www.cutsugarydrinks.org.
