NewswireTODAY - /newswire/ - New York, NY, United States, 2009/09/11 - Similar to WAT-AAH!’s Stop Sugar Campaign, New York City Department of Health and Mental Hygiene begins a campaign against high-calorie beverages on August 31.

This bold and graphic ad campaign will be appearing in 1,500 NYC Subways for the next 3 months (See more at New York Times).

The campaign illustrates globs of human fat gushing from bottles of Coke, Gatorade and Snapple and asks the public - ARE YOU POURING ON THE POUNDS? - followed by a specific command and a set of instructions: DON'T DRINK YOURSELF FAT. Cut back on soda and other sugary beverages. Go with water, seltzer or low-fat milk instead.

This new campaign is complementary to WAT-AAH!'s Stop Sugar Campaign, which appeared in New York City from June to August 2009. The goal was to raise awareness about the Americans’ ever-increasing consumption of popular beverages, often containing an excess amount of sugar.

The posters used for this campaign convey simple yet powerful messages to challenge people's consumption of beverages overloaded with sugar, such as sodas, energy drinks and vitamin enhanced drinks. Simultaneously, it boldly states that water (WAT-AAH!) is the healthiest alternative.

"We at WAT-AAH! are very encouraged to witness New York City taking a stronger stance to promote healthier drinking choices. This is the raison d'être of our company, WAT-AAH!," adds the CEO and Founder Rose Cameron.

The brainchild of moms and their kids, WAT-AAH! focuses on beating the sugar-mongers at their own game by using contemporary marketing and communications to make drinking water as compelling and as cool as the images presented in the glossy ad campaigns of the sugar-mongers.

WAT-AAH!'s mission (wat-aah.com) is to reverse the established behavior and dependency on sweetened drinks among America's youth and to ultimately help fight the battle against the greatest threat in our children's lives: childhood obesity.

Agency / Source: WAT-AAH!

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