October 11th, 2012
Why CSPI Asked Alex Bogusky to Work on Anti-Soda Video
By Rupal Parekh
As he neared the end of his tenure at MDC Partners’ CP&B, Alex Bogusky began being more vocal about his support for various causes. He has since advocated for everything from climate-change awareness in partnership with Al Gore to, along with his wife, promoting U.S.-made products and clothing.
But it wasn’t one of these more recent efforts that prompted the D.C.-based nonprofit Center for Science in the Public Interest to tap him for its new social-media project that takes on big soda companies. CSPI says it has long admired the work he did more than a decade ago while at CP&B for the American Legacy Foundation’s “Truth” campaign.
That campaign, which was led out of CP&B’s Miami office (then the agency’s headquarters, before Mr. Bogusky moved the main office to Boulder, Colo.), featured unconventional, arresting creative to provide stats about addiction and the health effects of smoking. The work netted more than 300 awards for advertising efficacy, and the American Legacy Foundation claims to have helped accelerate the decline in youth smoking rates.