Drink Up, First Lady Urges in Bilingual Campaign


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In the next phase of the first lady’s push to get the nation, especially children, to live a healthy lifestyle, the White House launched a new campaign today dubbed Drink Up!

It’s an effort to get everyone to drink more water. Speaking with reporters on a press call, executive director of Let’s Move! Sam Kass and Partnership for a Healthier America president and CEO Lawrence A. Soler, stressed that the campaign, which will be in both English and Spanish, is less of a public health campaign and more like a product launch.
It shouldn’t be too hard a sell since the beverage industry’s trade magazine, Beverage Digest, reports that more people in the country are toting bottled water than drinking cola, but disappointing statistics still exist.
The Centers for Disease Control and Prevention says a quarter of American children do not drink any water on a given day and 40 percent of Americans overall don’t drink the recommended amount.
But those stats won’t be highlighted in the Drink Up! campaign. Both Kass and Soler emphasized the fact that there won’t be any negative talk drawing comparisons between water and sodas and sugary drinks or even touting the health benefits of water. Both men were adamant that the campaign would be positive and fun, aimed at inspiring more people to drink water.
The campaign hopes to achieve this feat in several ways:
For starters, the Drink Up! campaign will be promoted across television networks among today’s morning programs (both English and Spanish), just as the First Lady and actress Eva Longoria announce the campaign in Watertown, Wisconsin — a town that has been voted for 2 years in a row to have the best water in Wisconsin by the Wisconsin Water Association.
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