The “Not So Sweet Side” Campaign
CLIENT
CalFresh Healthy Living – California Dept. of Public Health
AUDIENCE
Families and individuals in California, with a focus on Latino, Black and multi-cultural groups in low-income households
WHAT WE DID
Campaign logo & branding
Cohesive ad campaign
Video spots for broadcast & social
OOH & place-based ads
Social media content
Digital
User-generated content (UGC)
🏅 The video campaign won Gold at the 2025 American Advertising Awards, Sacramento
The consumption of sugar-sweetened beverages is one of the most concerning health issues we face, especially in low-income communities.
Sugary drinks pose a wide array of risks, and it has become more important than ever to create awareness of what you’re actually putting into your body. In response to this, CalFresh created a campaign that works to “uncover” what’s really at stake from drinking sugary beverages, while promoting water and other unsweetened choices as the best alternative.
