New campaign crushes young men’s glorified perception of sugary drinks

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Photo: Vladyslav Dmytrenko – 123rf

A counter-campaign hijacking sugary drinks companies’ manipulative marketing and advertising tactics has hit digital platforms across Australia, urging young people to rethink their sugary drink consumption.

The campaign, delivered by the Rethink Sugary Drink alliance, aims to grab the attention of young males, Australia’s largest sugary drink consumers, in order to shine a light on the glorified ways sugary drink companies depict their products, and on the health effects (such as tooth decay) associated with drinking them.

As one in three males aged 15-34 (32.1 per cent) 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.

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.

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