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   Take Back Your Health
   Integrated/American Heart Association of Illinois/The Americas/Grisko

Challenge

How do you encourage an entire county to reduce sugar consumption? Sugary drinks are the largest source of added sugar in the American diet. While convincing people to cut back or forego these drinks is not easy, taxes on sugary beverages have proven successful. The American Heart Association (AHA) supports policies to reduce consumption, so when Cook County proposed a sugary beverage tax, AHA called on Grisko just weeks before the vote to create a persuasive campaign that would build support for the proposal.

Response

Grisko developed compelling and educational message-driven designs to communicate AHA’s position on the benefits of a sugary beverage tax and to encourage support among Cook County commissioners and their constituents. We also crafted a holistic communications strategy, including a targeted multi-channel media plan, public relations strategy and social media editorial calendar to reach targeted audiences with the right message at the right time.

Results

The impactful, award-winning campaign, which garnered 30 million paid media impressions, in four weeks, helped galvanize support for the tax and received widespread earned media coverage in Chicago and around the nation. Despite strong and well-funded opposition, Cook County passed a one-penny-per-ounce sugary beverage tax, becoming the largest county in the nation to do so.