Hawaii Targets Obesity, Sugar-Sweetened Beverages

HONOLULUHawaii has a big problem. According to the State of Hawaii Department of Health (DOH), adult obesity in The Aloha State has almost doubled between 1995 and 2009 (from 10.8 percent to 22.9 percent, respectively). And DOH considers consumption of sugar-sweetened beverages to be part of the problem.

On average, Americans now consume 200 to 300 more calories each day than we did 30 years ago. Nearly half of these extra calories come from sugar-sweetened drinks," says DOH Kauai District Health Officer Dr. Dileep G. Bal. Research points to the strong correlation between consumption of sugar-loaded beverages and obesity with its many associated health problems. We know from our experience with anti-tobacco efforts that targeted media campaigns work and are a key component not only in raising awareness, but in changing social norms."

That said, the state launched a media campaign, Dont Drink Yourself Fat," in an effort to help reduce obesity and, subsequently, chronic disease among the islands population. In addition to protecting the health of its citizens, the DOH public-awarness campaign aims to cut obesity-related medical costs, which reached $290 million in 2003, according to a DOH press release.
The campaign is part of the Kauai and Maui District Health Offices Communities Putting Prevention to Work (CPPW) initiative.