Interlex selected by national advocacy group in push for reduced consumption of sugar-sweetened beverages
March 17, 2011 (SAN ANTONIO, TX) –San Antonio-based Interlex, a leading advocacy, cause-related and corporate social marketing firm, has been selected by the Center for Science in the Public Interest (CSPI) to develop media campaigns aimed at reducing the consumption of soda and other sugary drinks that promote obesity, diabetes and other health-related problems.
“Through our work with CSPI we are at the forefront of a national movement to change consumer attitudes and public policies regarding the high rates of consumption of sugary drinks, especially by minorities and children who are primary targets of large beverage companies,” said Rudy Ruiz, Interlex CEO and chief creative officer.
Consumption of sugary drinks directly contributes to obesity, which then leads to higher risks of diabetes, heart disease and cancer – all critical health issues affecting minorities and children at alarming rates. As someone who has made a career out of advocating for underserved communities, I feel compelled to help all Americans understand the lasting, dangerous health effects caused by high consumption rates of sugary beverages. With this marketing effort we seek to make a major positive impact on public health and potentially save lives.”
Interlex will oversee all aspects of this campaign’s research, analysis, creative development and media placement. Interlex will also tap into its in-house public relations expertise to develop, launch and manage national public relations to highlight research findings and raise awareness of the campaign among policy influencers.
A national consumer advocacy leader since the 1970s, CSPI’s accomplishments include winning passage of laws that require: nutrition facts be printed on packaged foods, calorie labeling be stated on chain restaurant menus, the term “organic” be defined for foods and warning notices be put on alcoholic beverage labels.
A major focus of CSPI and other public health advocates is to reduce the consumption of sugar-sweetened beverages via public education and new public policy approaches, which serves as the basis for CSPI’s partnership with Interlex in creating a new media campaign.
“Soda and other sugar-sweetened drinks provide nothing of value to the human diet and promote a wide range of debilitating and expensive diseases in adults and increasingly, children,” said CSPI executive director Michael Jacobson, Ph.D. “It is time for major campaigns to curb consumption and we look forward to working with Interlex and our coalition partners to protect Americans’ health.”
Ruiz, also a published author, has written numerous op-eds and commentaries published by CNN.com and other major dailies. He is also the founder of RedBrownandBlue.com, an online multicultural news and commentary site. Ruiz has been a major advocate for tougher regulations on the marketing of unhealthy foods and beverages.
The agency’s selection by CSPI represents a continued expansion of Interlex’s public health communications practice. Interlex is actively involved in the battle against obesity as the agency of record for the City of San Antonio’s public awareness campaign for better nutrition and increased physical activity – a campaign funded by a CDC Communities Putting Prevention to Work grant.
The agency’s growing work in the area of obesity reduction and prevention builds upon its 15 years of experience developing public health campaigns in the areas of smoking cessation and prevention, infant immunizations, cancer prevention and early detection, nutrition and breastfeeding for such organizations as the American Cancer Society, the USDA and a number of state health departments, including those in Texas, Delaware, Michigan and Wisconsin.
For interviews, please contact Javier A. Flores at firstname.lastname@example.org or 210-930-3339.
Interlex is a leading advocacy, cause-related and corporate social marketing firm with offices in San Antonio, New York, Washington, DC, Tampa and Los Angeles. Led by CEO and chief creative officer Rudy Ruiz, the agency’s mission is to help clients make a positive impact in the lives of diverse audiences. It is one of the largest Hispanic-owned agencies in the nation and provides a range of global and national clients seamless General and Multicultural Marketing services within an integrated full-service agency model. www.interlexusa.com.
The Center for Science in the Public Interest is a nonprofit health-advocacy group based in Washington, D.C. that focuses on nutrition and food safety. CSPI is supported largely by the 850,000 U.S. and Canadian subscribers to its Nutrition Action Healthletter and by foundation grants. www.cspinet.org.