The Hawaii Department of Health announced on Apr. 7 the relaunch of its “Sweet Lies” public service announcement campaign, which aims to warn parents about the marketing tactics used by beverage companies and the health risks linked to sweetened fruit drinks for children.
The campaign comes in response to findings that nearly one in three school-aged children in Hawaii is overweight or obese, a trend that poses serious health concerns for families across the state. The department said misleading packaging—such as images of fruit and claims like “natural” or “100% vitamin C”—can cause parents to believe these beverages are healthy, when they often contain as much sugar as soda.
“It was evident during our focus groups that parents and grandparents are trying to make healthy decisions for their keiki,” said Lola Irvin, administrator of the Department of Health Chronic Disease Prevention and Health Promotion Division. “However, pictures of fruit on packaging and products labeled ‘natural’ and ‘100% vitamin C’ are deceiving families into thinking sweetened fruit drinks are healthy, when in fact, they are filled with sugar.”
According to recent statewide data from the United Health Foundation cited by the department, almost one-third of school-age children in Hawaii face issues related to excess weight. The Hawaii’s Young Children Health Survey also found more than 75% of local children consume at least one sweetened drink daily from a young age. These statistics underscore how product labeling can influence parental choices regarding beverages.
The Sweet Lies campaign was developed with input from focus groups consisting of parents and grandparents who were surprised by how much added sugar these drinks contain. The effort will run through May 15 across television, radio, digital platforms, social media, and shopping malls statewide.
The department encourages families to serve water or unflavored milk instead of sugary beverages. Additional initiatives supported by the agency include programs like Women Infant Children (WIC) at Farmers Markets—which allows WIC benefits at local markets—and Farm to Keiki education about nutrition and gardening.
The Hawaii State Department of Health operates as a public health agency focused on delivering comprehensive services for health, environmental protection, disease prevention and community wellness across the state according to its official website. It contributes to community well-being by promoting health education on vaccination and disease outbreaks through its Disease Outbreak Control Division according to its official website. The department is headed by a director supported by deputy directors managing key programs as noted online, extends services throughout multiple islands as outlined online, safeguards residents’ health through prevention efforts per its website, and coordinates disaster responses via its Office of Public Health Preparedness as detailed online.
Parents seeking more information about making healthier drink choices can visit SweetLies.hawaii.gov.
