From the Front Lines: Challenges and Successes of the San Francisco Soda Tax Campaign

On November 4, 2014,  San Franciscans voted on a measure that would have placed a two cents per ounce tax on sugar-sweetened beverages (the key contributors to sugar in our diet), and ultimately curbed soaring rates of obesity and diabetes.  The tax also would have raised up to $54 million a year for targeted recreation and nutrition programs.  The measure failed to get the two-thirds majority needed to pass, but 56% of the voters approved the tax despite nearly $10 million spent by the American Beverage Association to defeat it.  We present participatory research that provides insights into the campaign's experiences, challenges, and successes as told by the advocates themselves - not by political pundits or other outside observers.  

Shortly after the election, 39 campaign volunteers and political consultants (67% of those surveyed) responded to an anonymous survey designed and issued by a small group of volunteers who also worked on the election.  Everyone who had received the survey was asked for their input on a preliminary analysis before the results were finalized.  This was followed up with a facilitated conversation among the participants about the results, and a discussion of next steps for reducing soda consumption in the city.

Presented findings cover participants' motivations for getting involved in the campaign; campaign arguments that resonated with voters; the campaign's strengths, challenges, and impact; and what the city should do next to help reduce sugary drink consumption.  Recommendations for others considering launching a soda campaign of their own are also discussed.