Drink Up Invites Los Angeles to Become Unstoppable
Initiative will motivate Angelenos to drink more water.
LOS ANGELES (December 2, 2016) – The next phase of Drink Up’s award-winning campaign to encourage more people to drink more water more often has come to Los Angeles. Spanish language media and advertising focused on motivating Angelenos to be unstoppable by drinking more water can be seen throughout the city. Drink Up is powered by the Partnership for a Healthier America, lead by its honorary chair, First Lady Michelle Obama, and in concert with key partners representing bottlers, water filters, fountains, reusable bottles, community groups, LA sports teams and more.
Drink Up’s focus on five zip codes in East LA is part of a collective commitment to reduce calories from beverages 20 percent by 2025 made by the American Beverage Association and the Alliance for a Healthier Generation. When that commitment was announced in September 2014, increased water consumption was presented as a key strategy toward meeting that goal and Drink Up was sighted as an initiative that could help address this need.
“Drink Up has spent more than three years showing millions that you are what you drink,” said PHA CEO Lawrence A. Soler. “We are incredibly proud of the increased consumption and sales of water and filtered water products that Drink Up has driven. Drinking water is one of the easiest things you can do to make a healthier choice and we look forward to working with all of our partners to demonstrate that in order to be unstoppable, the answer is clear: water.”
Since September 15, and continuing for at least the next two years, Drink Up will participate in a variety of community events, run paid media throughout Los Angeles, and partner with local and regional community groups as well as professional sports leaders like the LA Dodgers and LA Dodgers Foundation, and LA Galaxy. Drink Up’s success is due in large part to its positive message that contains no comparative or negative references, no prescriptions for amounts of water to take and no support for any brands or products that are not water.
“We started Tap Water Day in my administration to remind Angelenos of the benefits of pure and plain water, and I am grateful for the support of The Partnership for a Healthier America and First Lady Michelle Obama,” said Mayor Eric Garcetti. “The Drink Up campaign will help drive home a message that is particularly important for young people: Drinking high quality and affordable tap water is one of the best and simplest ways to improve your health.”
As Drink Up focuses on Los Angeles, it is taking into account the demographics of the city. Today, one out of six people in America live in a multi-generational household; in LA it’s seven percent. More and more families are caring for sick or aging loved ones. Typically moms, who for many families are the CEOs of the household, are stressed and stretched thin. They’re moving in a million directions and could use just a little help to keep going. The Drink Up campaign artwork gives the visual representation of a hectic life in a static image. It also portrays the concept of always being in motion, which just about everyone – and especially moms – can relate to. And it shows how you feel when you drink water.
Drink Up has been participating in community events throughout Southern California, such as the Mexican Independence Day Parade & Festival, Fiestas Patrias, art workshops in local East LA parks, the Ciclavia event through the heart of L.A. and Dia de los Muertos events at Calvary Cemetery Self-Help Graphics.
Drink Up has more than 50 partners nationwide, but in Los Angeles specifically the following groups and organizations are helping it encourage more people to drink more water more often: The American Beverage Association, Barrio Action Youth and Family Center, Brita, The California Endowment, Los Angeles Department of Water & Power, the LA Dodgers and LA Dodgers Foundation, Haws, the LA Galaxy, and the Office of Mayor Garcetti.
About Drink Up
Drink Up has more than 50 supporters including bottlers, filtered water companies, water bottle producers and fountain manufacturers. It is led by the Partnership for a Healthier America, which works with the private sector and PHA Honorary Chair First Lady Michelle Obama to make healthier choices easier for busy parents and families. For more information about PHA, please visit www.ahealthieramerica.org and follow PHA on Twitter @PHAnews.
“America’s beverage industry is determined to crack the code on how to help people reduce their sugar consumption from beverages by promoting smaller portion sizes, water and other lower-calorie beverages,” ABA President and CEO Susan Neely said. “We are proud to partner with PHA to encourage the people of Los Angeles to drink more water. This is one way, we are working to change behavior and encourage Americans to reduce their sugar from beverages.”
“Reducing the number of calories and sugar consumed from beverages in the United States is imperative to helping curb obesity and improve health. When you combine our work to reduce beverage calories and Drink Up’s campaign to encourage water consumption no doubt you will see a powerful, positive impact.”
- Anne Ferree, Chief Strategy and Partnership Officer, Alliance for a Healthier Generation
“Brita has been supportive of Drink Up since it launched in 2013,” said David Kargas, Associate Director, Public Relations and Digital Marketing at The Clorox Company. “Encouraging more people to drink more water more often is fundamental to our business, but it’s also fundamental to our health. And the way Drink Up executes its strategies and tactics the way major consumer brands do is likely the primary reason for its continued success. Brita is honored to support its efforts in LA and in East LA, specifically – as we continue to push the idea that you are what you drink.”
“No matter who you are or where you live, you should be able to have reliable access to clean water in your home, neighborhood or school. But this isn’t a reality for more than half a million Californians whose water isn’t safe to drink. We need to ensure all families, especially those that are living in underinvested communities have ready access to the healthiest option, water not sugary drinks.”
- Robert K. Ross, MD, President and CEO, The California Endowment
Marty Adams, Chief Operating Officer of the Los Angeles Department of Water and Power, said, “We are pleased to partner with The Partnership for a Healthier America to promote the benefits of drinking water.” He added, “LADWP brings pure, clean refreshing tap water to all our customers every day, and we certainly urge everyone to drink up! The water delivered to your tap is the most reliable and affordable water around. Drink as much as you can to stay healthy and hydrated. Toma agua con confianza, Los Ángeles!”
“The Dodgers organization has always been committed to the health and wellness of the Los Angeles community,” said Nichol Whiteman, Executive Director, Los Angeles Dodgers Foundation. “Being a part of the Drink Up program in LA was an easy decision for us. Collectively we continue to work to help everyone make better choices. Drink Up and the way it promotes water and the success it’s had nationally made it a logical partner. We’re thrilled to be working with Drink Up at Dodger Stadium and in the community to help everyone in LA be unstoppable.”
LA Galaxy President Chris Klein: “The LA Galaxy are proud to partner with Drink Up to encourage Angelenos to drink more water more often. Our athletes rely immensely on the benefits of drinking water consistently and we value the importance of encouraging our community to follow suit. We are looking forward to a successful partnership with Drink Up as we encourage this community to consume water.”
“Haws is a long-time supporter of Drink Up because they align with our heritage of providing everyone access to clean water and the importance drinking more water more often,” said Kathryn Hess, Director of Corporate Communications. “As Drink Up brings its successful campaign to LA, Haws is looking forward to expanding our partnership so as people are looking for a sip of water or to fill up their bottles, a Haws fountain is never far away.”