Less Sugar.
More Life.
A campaign to increase the sugar tax.
Why there’s not a bigger levy is taxing.
South Africa’s Health Promotion Levy, commonly called the “sugar tax”, is currently 11% – well short of the World Health Organisation’s guideline of 20%.
There is ample evidence that the levy is working. When it was introduced, purchases of sugary drinks dropped significantly. Over time, this will reduce the risk of diseases like diabetes, obesity and hypertension, which hit the poorest hardest. Less disease will lessen the money government has to spend on healthcare. All while it earns billions from the health promotion levy.
Why, then, is the government being lax on sugar tax? Why is it dragging its heels on increasing the levy to 20%? Because of pressure from anti-taxers – the big food companies – who want to protect their profits.
It’s time for us all to put pressure on the government to do what it’s been promising for years, and tax to the max.
Campaign rollout and highlights.
The campaign launched in April 2023. Among other media, it included:
TV – with a reach of more than 5.5 million
Digital – with a reach of more than 13.5 million
PR – with a reach of 24 million
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Why
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How
What the campaign was – components/assets, where/media and when/timeline rolled out.
Results
Effectiveness/success
The Campaign
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