Hawaii Department of Health

SWEET LIES

The Hawaii DOH selected Interlex to develop a research-based behavior change campaign aimed at reducing the consumption of sugary drinks by Hawaii’s youth. The campaign targeted parents of school-age children and focused on fruit drinks, which are popular and often mistaken as healthier alternatives. Interlex created a branded campaign, “Sweet Lies,” in a countermarketing strategy designed to expose the beverage industry’s deceptive marketing practices and rally parental awareness and concern. The campaign included posters in stores and malls, billboards, radio and TV.