In 2016, Boulder, Colorado, joined a wave of soda tax victories across the U.S., passing Ballot Measure 2H on November 8 to impose a 2-cent per ounce tax on sugar-sweetened beverages. This page draws lessons from the Healthy Boulder Kids campaign’s success, highlighting strategies that countered the beverage industry’s $40M opposition and secured community support for public health.
Strategic Framing for Public Health
The Healthy Boulder Kids coalition framed Ballot Measure 2H as a health-focused initiative to fund programs for children, especially in low-income communities. By emphasizing the link between sugar-sweetened beverages and obesity, diabetes, and health inequities, the campaign resonated with voters. A single 20-ounce soda contains about 16 teaspoons of sugar, far exceeding daily limits, as campaign materials noted. This framing, backed by Harvard research projecting health and cost savings, helped secure strong voter support.
Countering Big Soda’s Deceptive Tactics
The beverage industry, led by Coca-Cola, PepsiCo, and the American Beverage Association, spent over $40M nationwide in 2016 to oppose soda taxes, including Boulder’s measure, often falsely claiming it was a “grocery tax.” The Healthy Boulder Kids campaign effectively countered this deception, with advocates like Oakland’s Annie Campbell Washington noting, “What we’re up against is a campaign that’s willing to lie.” In Boulder, the coalition’s clear messaging—that the tax targeted distributors of sugary drinks, not groceries—ensured voters weren’t misled.
Grassroots Organizing and Endorsements
Boulder’s success relied on a robust ground game, with community organizers gathering signatures and mobilizing voters. Endorsements from diverse voices, such as Julissa Soto, Region Director for the American Diabetes Association, who said, “Colorado cannot afford to wait to address the growing diabetes epidemic,” and Eben Carsey, a Boulder pediatrician, who supported “a healthy future” for kids, strengthened the campaign. Jose D. Beteta of the Latino Chamber of Commerce added, “Diabetes, not the soda tax, is the regressive burden on Latino families.” These voices, alongside health organizations like Boulder County Public Health, built a coalition that reflected the community’s diversity.
Financial Support and Media Strategy
Philanthropists like Michael Bloomberg and John Arnold provided $20M to pro-soda tax campaigns, leveling the playing field against Big Soda’s spending. In Boulder, a strong communications strategy, including earned media and endorsements from local newspapers, amplified the campaign’s message. Headlines like “Science Says Yes to Soda Taxes” reinforced the health benefits, while the coalition’s focus on using the $3.8M in annual revenue for nutrition and physical activity programs won voter trust.
Lessons for Future Campaigns
Boulder’s victory offers key lessons: frame taxes around community health, build diverse coalitions, counter industry lies with clear messaging, and leverage media and financial support. As Howard Wolfson, a Bloomberg advisor, noted, sharing strategies across cities is crucial, though each campaign must adapt to local needs. Boulder’s success, alongside Berkeley, Philadelphia, and Bay Area cities, marked 2016 as a turning point for soda taxes, inspiring future public health efforts.
For more on Ballot Measure 2H, visit our Boulder’s 2016 Ballot Measure 2H page. To explore the coalition behind this victory and learn about the initiative at our About the Initiative page.