With the aim of building a healthier Brazil and involving the population in the public debate on Tax Reform, which is underway in the Federal Senate, the non-governmental organization ACT Promoção da Sade has just launched the second phase of the campaign Sweet poison. In the first phase, the campaign has already gained the support of more than 100,000 people, who signed an online petition condemning the tax benefits granted to ultra-processed foods.
Created by the Repense agency, the second phase of the campaign calls on the population to act with an impactful message: Either you act now or there will be a binge on ultra-processed foods. The campaign will have reach across various media, including digital platforms, open and pay television channels, radio, printed newspapers and electronic billboards.
According to a survey by the Institute Datasheet, an impressive 94% of the Brazilian population supports the imposition of higher taxes on harmful products, such as ultra-processed foods, tobacco, alcohol and pesticides. However, there is still a risk that the current tax reform will grant tax incentives to these foods, which are rich in sugar, salt and fat, but lacking in essential nutrients, if the majority of Brazilians do not speak out or mobilize to ensure their opinions are heard.
Advertising has the power to mobilize civil society around causes, and thus contribute to the entire democratic process. Using a diversified communication strategy, we developed a campaign for our client that reaches Brazilians at all points of contact, with the aim of gathering the largest number of signatures in an online petition that will be sent to the Senate, where the bill Tax reform has been discussed, comments Otvio Dias, CEO of Repense.
The campaign not only criticizes the tax benefits that could be granted, but also defends the surcharge on ultra-processed foods. In dozens of countries, increasing the tax burden on these products has proven to be an effective measure to discourage consumption.
The ACT Health Promotion initiative has the support of the World Health Organization (WHO) and the World Bank.
This ACT Health Promotion initiative has the support of renowned international organizations, such as the World Health Organization (WHO) and the World Bank. In addition to making access to these products more difficult, the campaign proposes that the tax reform project promote healthy eating, suggesting the creation of a basic basket made up only of products in naturefree from ultra-processed foods.
In Brazil alone, ultra-processed foods cause 57 thousand deaths per year. This mobilization reflects our quest to build a healthier and fairer society. It makes no sense for such harmful products to receive incentives. Senators have the possibility of saving lives in their hands, and the population must do their part by signing the petition against the ultra-processed food binge, calls for Paula Johns, executive director of ACT Health Promotion.
Check out one of the full campaign films below.
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