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Issue Date: Vol. 53, No. 10, October 2013, Posted On: 9/12/2013


First Lady Asks People To Drink More Water In New Campaign


Emily Jed
Emily@vendingtimes.net
TAGS: First Lady, Michelle Obama, drink more water, Drink Up initiative, Partnership for a Healthier America, anti-obesity movement, childhood obesity, healthy vending, Globaltap, bottled water

WASHINGTON -- The first lady is getting behind a new campaign to encourage people to drink more water. The "Drink Up" initiative, launched Sept. 12 by the Partnership for a Healthier America, brings together more than a dozen organizations whose message is that drinking more water fuels people to do more, for longer and with better focus.

Michelle Obama said that since introducing her Let's Move!, an anti-obesity initiative targeting kids, in 2010, she has recognized that drinking more water is the single best thing people can do for their health. "I've come to realize that if we were going to take just one step to make ourselves and our families healthier, probably the single best thing we could do is to simply drink more water," she said.

The Drink Up campaign's logo will eventually be featured on millions of packages of bottled water, individual bottles of water and reusable bottles, as well as on more than 10,000 outdoor public drinking fountains.

Bottled water brands behind the push include Aquafina, Dasani, Deer Park, Evian, Nestle Pure Life, Poland Spring and Zephyrhills. They will promote the Drink Up message on products, at public events and through multimedia marketing. The American Beverage Association and International Bottled Water Association are also promoting the effort.

A company called Globaltap will launch a bottle and filling station for schools and public locations featuring the Drink Up logo. For every public tap station Globaltap installs, it will donate a station at no charge to a local school. The company plans to have more than 10,000 taps in public locations and schools within the next few years.

A social media tie-in will encourage consumers to visit youarewhatyoudrink.org to upload pictures of themselves drinking water, or to connect to the initiative on Instagram.

Los Angeles County, Chicago, Houston and Watertown, WI, will market the campaign on buses and bus stops and at other public sites.


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