November 24, 2015
1:48 pm

“Cigarettes or soda?,” new campaign asks.

Lewis’ provocative new multimedia campaign for The Public Good Projects asks consumers to think about the risks and consequences of even moderate consumption of sugary beverages.

A man holds a pack of cigarettes in one hand, and a bottle of soda in the other. Looking into camera, he asks,“Which one of these is OK to give my kids?”

A recently-launched multimedia ad campaign is asking residents of Tennessee’s northeastern Tri-Cities just that. Created by Lewis Communications, the #LiveSugarfreed campaign for client The Public Good Projects aims to address an epidemic of obesity and diabetes by encouraging consumers to drink water instead of sugar-filled beverages such as as soda, fruit drinks, sports drinks, and energy drinks.

“The work is deliberately provocative,” said Lewis creative director Stephen Curry, who also directed the campaign-launching broadcast spot and web videos. “We want to start new conversations. Out of tradition and habit, consumers tend to give soda and other sugary drinks a pass. That’s why we’ve also created shareable content for social media, and posters that partnering corporations can hang in their break rooms.”

“The work is deliberately provocative. We want to start new conversations.” — Stephen Curry

And provoked it has. Within a month of launching, the YouTube video has garnered more than 100,000 views; and, as evident in the dialogue between #LiveSugarfreed’s channel moderators and some of those viewers, sparked passionate debate.

#LiveSugarfreed  was created in partnership with health and business leaders, including Tennessee Department of Health Commissioner John Dreyzehner, MD, MPH, local health system CEOs, and leaders of businesses that are adopting workplace policies for healthier beverages. Representatives of the American Heart Association and the American Cancer Society are also supporting the campaign.

The Tri-Cities area in Tennessee was selected for the start of The Public Good Projects’ first A Healthy America campaign because of its high rates of diabetes and soft drink consumption. For the #LiveSugarfreed campaign, the nonprofit assembled a team of public relations and advertising professionals, including Lewis Communications, to reach Tennessee’s Northeast residents.

In the Tri-Cities area, adults ages 18 to 45 drink an average of 1.7 sugary drinks per day, with 14% drinking four or more sugary drinks daily, according to surveys of adults conducted by A Healthy America campaign in August.

“Even before the #LiveSugarfreed campaign launched, it was affecting change: some of us at Lewis have sworn off soft drinks,” says Katie Peninger, account supervisor for the campaign. “We know that adjusting daily habits takes time. By bringing shareable tools along with our message, we’re making it easier for change to happen from within a community.”

To learn more about #LiveSugarfreed and the risks of consuming sugary drinks, visit

The Public Good Projects — #LiveSugarfreed: Which One?

The Public Good Projects — #LiveSugarfreed: Behind the Counter