Up until the Berkeley vs. Big Soda campaign, no community had successfully challenged the Beverage Industry (Big Soda) and won. At least 30 soda tax measures around the country had failed in efforts to tax sugary sweetened beverages. While Big Soda left no stone unturned in a multi-million dollar campaign against us, we proved that the people can beat Big Soda. Two years later, we also won in Albany, Oakland, and San Francisco, CA.
So how did we do it? We did it the old fashioned way – by listening to health advocates who'd studied the issue for years; and building a broad coalition to speak out. Next, we built an organizing staff and recruited new people to the cause; we got people to work together; we developed clear messaging; and we kept at it day after day.
A year after Berkeley’s victory, the soda tax has generated over $1.5 million annually for community nutrition and health efforts. Albany will generate roughly $100,000 per year, Oakland $6 - $8 million, and San Francisco $15 - $20 million – all to address skyrocketing rates of type 2 diabetes, heart disease, and dental problems (especially among children).
Berkeley vs. Big Soda is a short film by Helen De Michiel that tells the story of how a community stood up for children’s health against one of the world’s most powerful industries – and won. WATCH the film and help grow the movement by passing it on to others.
YouTube link
