Why Soda Sucks.

Soda sucks but young people still drink it. Join a California-wide youth driven guerrilla marketing campaign and pitch your best message that sodas damage your health. Use whatever format you like that can be replicated by social media — such as poster art, sticker design, rap/spoken word, video/animation. Five winning entries will each receive $1000. Guidelines

Things that soda advertisers forget to mention:
• A “mega jug” of Pepsi is a half-gallon of soda that contains a full cup of sugar.  Would you sit down and eat a cup of sugar?
• 62% of youth age 12-17 drink at least one soda a day.
• The evidence is clear – drinking sodas and sugary drinks is linked to obesity.
• Obesity is an epic health crisis.  Kids today are not expected to live as long as their parents due to health problems associated with obesity.

Soda advertisers want YOU.  And here are some ways they are trying to get to you:
• Sprite wants multicultural youth age 13-24 to drink their soda.  To get to you, they have created a new mobile music app called Zoozbeat Sprite that gives you new beats when you enter Sprite cap codes through text messages.
• Coke and Church’s Chicken have joined up to target urban youth through a campaign through which you can earn discounts and be entered into contests by sending in text messages.   ”Our goal is to find a place ahead of the curve by exploring newer means of communications to target the young, multicultural segment,” said a Church’s chicken spokesperson.
• Mountain Dew recruited African American comedian Jerry Brooks to sell its soda to young men.  Using videos on YouTube and a lot of social media (they have 4.5 million Facebook fans), Mountain Dew asked for your help in helping to pick its new sugary flavors of soda.

It’s time to outsmart the advertisers and tell the truth about soda.  Starting right now.

 

 

How to Enter

Outsmart the advertisers! Create a rap, video or art work and talk back to marketers that want you to drink gallons and gallons of soda, no matter what it does to your health. The winning entries will be used in a campaign to spread the word.

Eligibility:
Entrant must live or work in California and between the ages of 14 – 21.

Timing:
All entries MUST be submitted no later than August 12, 2011. Not postmarked by.

How to Enter:
Soda Sucks, but that doesn’t mean your entry has to use that language. Be creative, tell it like you see it. If you need some ideas or facts, look for the links on this site. No more than three entries per contestant.

The categories are:
Poster
Rap/spoken word (no more than 3 minutes long)
Video/Animation (no more than 3 minutes long)
Street art (graffiti, murals)

All submissions must be original work completed by a California young person.

Three Ways to Enter

Mail it
Include your first and last name, address and phone number to:
New America Media
Attention: Soda Sucks
275 9th Street, San Francisco, CA, 94103.

eMail it
Poster or graffiti art images maybe emailed if they are the following filetypes: .jpg, .jpeg or .gif (please: no file larger than 5mb) Email to: foodmarketing@newamericamedia.org
Please include your name, address and phone number in the body of the email if you email your entry.

Post it
Video, animation or rap/spoken word performances can be posted  to YouTube or Vimeo. Try and use HD if possible. Email the link to: foodmarketing@newamericamedia.org
Please include your name, address and phone number in the body of the email if you email your entry.

Some other considerations
Street art can be submitted as a photograph or scan, in .jpg, .gif or.jpeg. Contestants can submit their entry in any language. If your entry is a language other than English, you must submit a translation of the text to aid the judges.
 Please submit entries in the highest resolution possible, if applicable. Video can be shot on a variety of formats – ranging from high end, high def camera to cell phones or consumer cameras but cannot be larger than 100 MB and must be one of the following formats: AVI, MOV, WMV, MP4, MPEG, FLV, 3GP, and 3G2. Entrants can edit video using software on a computer at school, a community center, or at home.

Prizes:
Five winners will receive $1,000.

Judging:
A panel of distinguished advertising experts, artists and media practitioners will judge all entries. Entries will be judged on the originality, of the message, the creativity of the design and the overall impact of the design.

Winners List:
Winners will be announced in mid August 2011. The winning entries will be promoted on New America’s sites as examples of young people talking back to soda marketing. All entries become the property of New America Media and YO! Youth Outlook for the duration of the ad campaign.

If you have any questions, please email them to: foodmarketing@newamericamedia.org

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