The Kick Big Soda Out of Sports campaign is challenging the pervasive influence of sugary drinks and highlighting the connection between excessive sugar intake and the rising numbers of people living with diabetes, obesity and cardiovascular diseases. The sugary drinks industry has often been at the centre of movements to reduce soda consumption and levy sugar taxes. However, this grassroots campaign is different because it is setting its sights on bringing down Coca-Cola’s long-standing sponsorship of the Olympic Games. As a global advocate for diabetes care and prevention, the International Diabetes Federation is one of the founding partners of this campaign.
Kick Big Soda Out activists are pushing for policy changes that prioritise public well-being. At the heart of this initiative lies a commitment to expose the health risks associated with regular soda consumption and the negative environmental fallout.
By targeting high-profile events and advocating for healthier alternatives, the Kick Big Soda Out of Sports campaign intends to redefine the beverage landscape and encourage people to change their drink choices to healthier ones. The campaign has zeroed in on the Paris 2024 Olympic Games, where Coca-Cola’s sponsorship has come under scrutiny. The campaign upholds that this partnership undermines the International Olympic Committee’s commitment to promoting a healthy society through sport.
The campaign is spotlighting the harmful effects of sugary beverages and their link to type 2 diabetes and other noncommunicable diseases (NCDs). It has also raised awareness about the disproportionate targeting of children and adolescents by beverage companies’ marketing strategies, which promote unhealthy consumption habits and increase the risk of childhood obesity and type 2 diabetes.
Since its launch on 8 July, the campaign has reached over 201,182 signatories and garnered the support of 92 partner organisations, including the International Diabetes Federation. It has also received backing from leading medical journals, including The Lancet and the British Medical Journal and has generated over 50 original articles in global publications.
With the 2024 Paralympics underway until 8 September, now is the time to build on this momentum and engage even more diabetes stakeholders across the globe. Add your name to the petition and join the movement to Kick Big Soda Out of Sport.
