American Heart Association Chicago Sugar Tax

Cigarettes. Fast Food. Terrence Malick films. We’ve come to realize some things kill us slowly. But for some reason, we don’t consider sugar in that group. That’s because sugar companies have used tried-and-true lobbying to deflect the truth: sugar is in everything we eat & drink… and it’s extremely detrimental to our health.

The American Heart Association wanted to fight back, so we pushed to enact a tax on sugary drinks around Chicago.

In the 4 weeks leading up to a vote, we targeted both the community and Cook County Commissioners on and around their commutes. Despite millions of dollars in opposition funding, a massive opposition TV buy, and some serious public pressure, we succeeded in passing the tax.

PS: This was almost immediately repealed. Please enjoy your Big Gulps.

What: Chicago OOH, Pre-Roll Video, AHA Social, Print, Homepage Takeovers

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