At the risk of sounding redundant or repetitive, I think it's going to take a multipronged approach. My understanding is that the largest consumers of sugar-sweetened beverages are teenage youth, and the major purchaser of sugar-sweetened beverages to bring them in the home is the parents. It's going to take a combination of education modalities to reach the various target groups with respect to sugar-sweetened beverages, reducing the intake of that and increasing the intake of healthier foods.
One thing I've learned in my practice is that everybody is motivated by something different, so there won't be a one-size-fits-all. People don't change behaviour all based on the exact same information or reason to change behaviour. I think it's up to the school system, the parents, the communities, or the Internet, wherever the various populations are, to get those messages out there.
I have to give kudos to the SodaStream company. They have a commercial—you've probably seen it—where they're standing outside drinking sugar-sweetened soda as though it's the smoke break and everybody's outside smoking, and then they have to go in. One woman says, “I've been trying to kick the habit”, and the habit she's been trying to kick is drinking sugar-sweetened beverages. I really think that for that message to be strong enough, we almost have to treat it like smoking. To be caught with soda in your grocery cart.... You almost want to cover it with your other groceries so people don't know you're buying soda.
I'm always amazed.... I'll tell you this secretly. I take secret pictures of people's shopping carts when soda is on sale, and the stacks of soda cans in a cart.... It's still very acceptable to buy it in large quantities, especially if it's on sale. The message isn't out there yet; this is still happening. I think the only way we're going to get that message out is to treat sugar-sweetened beverages, especially the regularly sweetened sodas, as though it's smoking, something you would be embarrassed to be doing.