The Hawaii State Department of Health (DOH) has launched a public awareness effort advocating consumption of beverages containing less sugar. The “Don’t Drink Yourself Fat” campaign is reportedly part of a $3.4 million federal grant for Kauai and Maui District Health Offices’ Communities Putting Prevention to Work initiative.

“Research points to the strong correlation between consumption of sugarloaded beverages and obesity with its many associated health problems,” said DOH Kauai District Health Officer Dileep Bal. “We know from our experience with anti-tobacco efforts that targeted media campaigns work and are a key component not only in raising awareness, but in changing social norms.” See DOH Press Release, May 31, 2011.