Contra Costa Health Officials Launching Ad Campaign Targeting Juice Drinks

March 14, 2014 14:05 pm · 29 comments


Contra Costa County health officials announced they are launching a public awareness campaign to encourage parents to curtail the number of sugary drinks they give their children.

The “Sugar Bites” campaign will consist of bilingual ads on BART platforms, transit shelters, billboards and in store windows showing images of toothy monsters on juice drink containers.

The campaign, a joint effort sponsored by First 5 Contra Costa, Healthy and Active Before 5 and Kaiser Permanente, seeks to reduce tooth decay, obesity and type II diabetes among children.

“Most parents know that soda isn’t good for young children, but deceptive marketing tactics trick them into believing that juice drinks are a healthy alternative. They’re not,” said Contra Costa Health Services pediatrician Dr. Diane Dooley in a statement.

“Most popular children’s juice drinks contain little fruit, unnecessary calories and loads of sugar,” Dooley said.

The American Academy of Pediatrics suggests that children between 1 and 6 years old should consume no more than four to six ounces of 100 percent fruit juice per day, but pre-schoolers drink twice that or more, particularly in low-income households, county health officials said.

The ads will go up in Concord, Bay Point, Pittsburg and Richmond, while pamphlets and posters will also be made available in health centers, nonprofit organizations and child care programs.

More information about the campaign can be found online at

Find Waldo March 14, 2014 at 2:25 PM

The fake juice nazis are in full swing. What’s next, milk?

CW March 14, 2014 at 2:33 PM

These have been at BART platforms for months already…Why are they just being reported on now? Strange…

Mike March 15, 2014 at 2:57 PM

Yeah, and I’ve seen them posted at bus stops in both English and Spanish for months and months in downtown Concord. Seems odd.

Give me a break March 14, 2014 at 3:21 PM

This is a complete waste of money. Kids can take cash from mom’s EBT card and go to any mini market and load up on Slurrpies, Twinkies etc. A more effective way to address this issue would be to return EBT purchases back to just buying FOOD. OK, let the flaming begin!.

Mike March 15, 2014 at 3:01 PM

1) You cannot get cash with an EBT card.

2) Not every store out there accepts EBT cards. Maybe 7-11 does, I don’t know. But a lot of them do not.

3) Any kid who can steal “mom’s EBT card” has bigger problems than just the food they buy themselves… they have a serious problem with a lack of supervision. And that’s not the issue being discussed here, so… I call that a straw man argument.

Julio March 14, 2014 at 4:36 PM

Lack of info, for some time they have been allowed EBT cards for many things. Even gaming in casinos. I agree with #4 Give me a break. EBT cards need to be used only for food. I don’t know any young children that need massages. Yes that too.

Many "juice" drinks are only 10% juice March 14, 2014 at 4:46 PM

the rest is water and SUGAR. Even those claiming to be 100% “juice” are not the juice mentioned on the box or package; they’re a small percentage of the juice pictured, then the rest is white grape juice. Yep, 100% juice.

typical concord resident March 14, 2014 at 4:55 PM

Oh look, the LIBRULS are trying to tell us how to life again… I’ll drink juice if I darn well please you COMMIES………….. so tired of being told how to live!

Mike March 15, 2014 at 2:55 PM

You’re an idiot. You’d rather NOT educate the poor, uneducated public about the dangers of high-sugar, high-calorie diets that will lead children to develop obesity and diabetes? You’d rather these people flood the health care system with their diet-related illnesses than nip it in the bud, saving the country hundreds of millions (if not billions) of your tax dollars that would otherwise be spent on trying to keep these people alive when they’re uninsured? Would you prefer that these “librul” messages be banned, even though they have a constitutional right to free speech? Would that be less “communist” for you? Do you really feel that these posters and billboards are infringing on your “freedoms” as an American?

Stop watching Fox News – it’s worse for you than the high-fructose corn syrup.

Anon 0808 March 14, 2014 at 5:05 PM

“This is a complete waste of money. Kids can take cash from mom’s EBT card and go to any mini market and load up on Slurrpies, Twinkies etc.”

Good luck with that– their parents have already bought pot with it

Mike March 15, 2014 at 3:03 PM

Yup – all poor people are druggies and irresponsible parents. Nice. America is going down the tubes because of people who think like you do.

TinFoiler March 14, 2014 at 5:31 PM

Juice Drinks, and then the label states 0% Juice – Ha ha.
PS – I thought the Big Fluoride in our Drinking water (against our will BTW) was supposed to be the cure all?!?!?

Michelle March 14, 2014 at 6:18 PM

You have to look at the dental rates in countries that don’t put fluoride in their drinking water. It’s astonishing.

TinFoiler March 14, 2014 at 7:13 PM

#10, Sorry – I don’t drink sunblock for my skin do I? Fluoride might have slight benefit topical, but it has No business being in our drinking water.
I would consider looking at the brushing rates of those countries, because San Diego hasn’t been putting fluoride into their water – And Neither you or I have heard anything bad about their dental rates.
Watch the video. What’s sad is what it does to your bones.
No reason to ingest a toxic chemical that eats through concrete.

Tracer03 March 15, 2014 at 12:17 AM

Water is a chemical that can eat through concrete.


Shelly March 14, 2014 at 7:40 PM

Dental rates?

Past Tense March 14, 2014 at 8:14 PM

Have you ever read what is in our water? CCWD
sends out a newsletter yearly with a breakdown
of all of it. It’s pretty shocking … chemicals, bacteria, etc., in small amounts. And they are
recommending that instead of juice? Oh yes …
that’s definitely better than orange juice with
vitamin C! It’s now a fact that most people
are vitamin D deficient because they avoid the
sun out of fear of skin cancer and the excessive
use of sunscreen. Vitamin D deficiency has now been
linked to cancer. There are things in life worse
than disease and dealing with these ridiculous
campaigns is one if them. Why am I not surprised
that the Kaiser health fascists are involved?

Tracer03 March 15, 2014 at 12:31 PM

Water IS a chemical!!

Mike March 15, 2014 at 3:16 PM

How do you have to “deal with” these campaigns? You drive past a poster or a billboard. That’s it. You don’t even have to look at it. That’s worse than disease? You literally just said, “There are things in life worse than disease and dealing with these ridiculous
campaigns is one if them.”

How in the hell is seeing a poster (maybe once a day for a half of a second) WORSE than people in your community having diseases?

Isabelle March 14, 2014 at 9:54 PM

@Past Tense
It is amazing what is put in drinking water and not many people care to even look it up. People, water is no free, just look up what you are paying for.

Dennis March 14, 2014 at 11:04 PM

sounds like just another excuse to employ dozens of white-collar types on your tax dollar, and all they accomplish is posters for BART?

the joke about nationalized health care in England is that the immediate government response to an epidemic is for the government to provide thousands of signs saying “wash your hands”. Sounds like the lame public health tactic here; employ lots of friends to produce posters with lame warnings to “educate” the public.

I guess these PR jobs are what Obama had in mind for the “shovel ready” jobs; they suck up our tax dollars and shovel this BS to us in return.

JRConcord March 15, 2014 at 6:58 AM

First world problems again….

Scott March 15, 2014 at 8:58 AM

Kaiser also promotes medical marijuana, i know numerous people who get 3 year medical marijuana prescriptions from them and their state licensed cards…the real ones not the ones 95% have

Grace March 16, 2014 at 8:39 AM

I must ask my Doctor about that.

anon March 16, 2014 at 8:56 AM

It’s so wonderful that our own government spends the wealth it steals from those of us who produce it to pay for fruits and juices and corn and other agricultural products, and then spends more wealth on advertising against what it has promoted.

. March 16, 2014 at 7:09 PM


Lay off calling others names. It might enhance your credibility by attacking the idea instead of calling someone an idiot.

Or are you gonna stick to the personal attacks? If so, the rest of us will just tune you out like an annoying little insect.

Cowellian March 16, 2014 at 7:55 PM

He can’t lay off. None of the Gang with only one brain has any conversation skills.

concord resident March 16, 2014 at 9:36 PM

My kids drink organic 100% juice. I’m o.k.with that. We have health insurance.

concord resident March 16, 2014 at 9:42 PM

Are they gonna do the same for hamburgers and fried chicken?

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