Spread the word » Facebook Twitter

Can't read this? View as a web page.

Strategic Alliance  

Action Alert
April 21, 2011

221 Oak Street
Oakland, CA 94607
Tel: 510.444.7738
Fax: 510.663.1280



New Study Shows State Soda Tax Could Be Lifeboat for Fiscally Strapped Counties

Research released today by the California Center for Public Health Advocacy (CCPHA) provides further evidence that a proposed soda tax could be instrumental in funding schools and critically needed childhood prevention efforts. “California’s Soda Tax: Helping Cash-Strapped Communities Protect Children’s Health” provides a county-by-county analysis of how the $1.7 billion in revenues generated by a sugar-sweetened beverage tax would be allocated to communities across the state. The benefits to local communities are substantial.

AB 669, proposed this year by Assemblymember Monning (D-Carmel), would levy a penny tax per fluid ounce on soda and other sugary drinks. If passed, this legislation would return:

  • 85% of its revenue ($1.445 billion) directly back to communities – that’s an average of $233 per student
  • $850 million directly to classrooms
  • $300 million to fund local children’s programs, like youth sports and afterschool programs
  • $300 million to fund PE and healthy lunch programs
  • the remaining revenue to fund statewide obesity prevention efforts and medically based prevention and intervention programs

“If we’re going to get ahead of this crisis, we have to start with our children. This legislation not only funds essential classroom programs, PE and healthier school lunches, but also provides local leaders with the flexibility to fund those children’s programs that they expect will have the greatest impact in their communities,” says Dr. Harold Goldstein of CCPHA.

Strategic Alliance urges Rapid Responders to continuously monitor and respond to local media coverage of this new study. Keep in mind: The study authors have broken these numbers down by county, estimating just how much revenue would flow into individual counties. We strongly encourage you to use this data to advance efforts in your community! 

Here are some angles to cover in your letters to the editor and op-eds: 

  • Investing in California's children. With over $230 generated per student, a soda tax can help fund critical prevention efforts in these tough economic times, particularly in communities most impacted by the harmful effects of soda.  Investments in safe places for children to play and be active, healthy school meals, physical education, and after-school programs can make the difference when it comes to safeguarding children’s health.
  • Californians support a special tax on soda. A recent Field Poll showed that the majority (56%) of Californians favor a tax on soda and soft drinks, and using the money to support healthy eating and active living programs for children.
  • We cannot afford to raise another ‘Pepsi Generation.’ The soda industry spends $500 million a year to target children, using highly trained psychologists and marketing experts to reach them, and these aggressive marketing tactics are paying off. Today, 40% of young kids drink one or more sodas a day: that’s a victory party at industry headquarters and a public health disaster for the rest of us.
  • Soda companies need to pay their fair share for the negative consequences their products are having on our health. Research shows that in the last 30 years, the average American’s daily caloric intake has increased by nearly 300 calories, with 43% of those additional calories coming from soda. Increased caloric intake is contributing to chronic diseases that cost California more than $41 billion annually. Soda and other sugar sweetened beverages have largely fueled this public health crisis, and it’s time for them to pay their fair share.

Share your advocacy efforts with us!  Did you write a letter or pitch a story in support of a soda tax? Send us a quick note so we can make sure your efforts are recognized.

To find out more about what advocates can do about making the case, please visit the advocacy tools listed on the Rapid Response Soda page. And take a look at our media advocacy brief, Sugar Water Gets a Facelift: What Marketing Does for Soda.



The Strategic Alliance is reframing the debate on nutrition and physical activity away from a focus solely on individual choice and lifestyle towards one of environmental influences and corporate and government responsibility. Current Steering Committee members are: California Adolescent Nutrition and Fitness Program (CANFit), California Center for Public Health Advocacy (CCPHA), California Food Policy Advocates (CFPA), California Pan-Ethnic Health Network, California Park and Recreation Society (CPRS) , California Project LEAN, California WIC Association (CWA), Child Care Food Program Roundtable, Latino Health Access, Partnership for the Public's Health, PolicyLink, Prevention Institute, Samuels & Associates, and Public Health Law and Policy.


The Strategic Alliance is currently engaged in building a broad and diverse statewide membership. To join or for more information, please visit us on the Web, www.eatbettermovemore.org, or contact Phebe Gibson at 510.444.7738 or Phebe@preventioninstitute.org. And even if you're already a member, please forward this message on to your colleagues so we can continue to strengthen our coalition. Thank you!


The Strategic Alliance is reframing the debate on nutrition and

physical activity - from a focus solely on individual choice and lifestyle,

towards one of environmental influences and corporate and government responsibility.


Home | About Us | Our Approach

Prevention Institute | 221 Oak St. Suite A, Oakland, CA 94607 | Ph. 510-444-7738 
www.preventioninstitute.org | Click here to unsubscribe