Be Ready. Be Hydrated. By the Community. For the Community.
Update: 2021-06-02
Description
According to a study by the University of Connecticut’s Rudd Center for Food Policy and Obesity found that companies target marketing for nutritionally poor foods directly to Black and LatinX youth, exacerbating health disparities.
To address this problem, The Vida Agency (TVA), founded by Amalia Martino, was selected to lead a bilingual campaign to reach Black and LatinX youth within Seattle. The “Be Ready. Be Hydrated”/“Prepárate. Hidrátate” campaign promoted water, as an alternative to sugary-sweetened beverages within an urban lifestyle shared through digital and social media.
With our youth coalition and community partners, TVA ensured that BIPOC youth saw their campaign in the streets as much as online.
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