A bold new public health campaign, “Sweet Talk, Bitter Truth,” is taking center stage in Antigua and Barbuda’s fight against the growing burden of obesity, diabetes, and heart disease.

Launched on October 6, 2025, the social media–driven initiative seeks to raise awareness about the dangers of sugary drink consumption a habit affecting nearly 59 percent of the nation’s children, many of whom consume at least one sugar-sweetened beverage every day.
The campaign also aims to build public backing for the government’s proposed Sugar-Sweetened Beverage (SSB) Levy, a measure designed to curb sugar intake and create healthier communities.

The Antigua and Barbuda Diabetes Association (ABDA), the Heart & Stroke Foundation of Antigua and Barbuda (HSFAB), the Healthy Caribbean Coalition (HCC), and the Ministry of Health, Wellness, Environment & Civil Service Affairs have joined forces in this collaborative effort= each bringing expertise and urgency to what they describe as a national health emergency.

photo by Ministry of Health

Dr. Kenneth Connell, President of the Healthy Caribbean Coalition, praised Antigua and Barbuda’s leadership on the issue, saying:
“The HCC congratulates the Government of Antigua and Barbuda for its commitment to implementing the health levy and strongly endorses the Sweet Talk campaign. The tax is a proven cost-effective strategy; a key measure of the broader healthy food policy package, which increases water intake while creating healthier food environments.”

Health officials note that excessive sugar consumption has become one of the leading contributors to non-communicable diseases (NCDs) in the Caribbean. The campaign’s organizers hope to spark a cultural shift toward healthier drinking habits, particularly among young people.

For the Antigua and Barbuda Diabetes Association, the initiative is deeply personal. Its president, Ms. Charity Dublin, says the effects of high sugar intake are painfully visible across the country.

“Every week, I meet families grappling with the devastating effects of diabetes — amputations, dialysis, and lives cut short,” Dublin said. “We cannot stand by while preventable illnesses continue to rob our people of their health. An SSB levy is a bold, proven step to reduce consumption and support healthier choices.”

Minister of Health, Sir Molwyn Joseph, reaffirmed the government’s resolve to push the levy through Parliament.

“By introducing a tax on sugar-sweetened beverages, we are taking a crucial step toward reducing obesity and promoting healthier lifestyles,” he stated. “Revenue will directly benefit schools, families, and communities — making the healthy choice the easy choice.”

photo by Ministry of Health

The Cabinet approved the SSB policy in 2023, and the Ministry of Legal Affairs is now working to finalize the legislation. Once implemented, the levy will place Antigua and Barbuda among a growing number of countries using fiscal policy to tackle chronic diseases linked to diet.

The Heart & Stroke Foundation of Antigua and Barbuda has also thrown its weight behind the movement. Vice President Ms. Sumita Balooja warned that the consequences of inaction are being felt in hospital wards and homes across the nation.

“Too often, the victims are far too young. Sugary drink consumption fuels silent killers,” she said. “Through Sweet Talk, we want to inspire Antiguans and Barbudans to make healthier choices and support a policy that puts lives first.”

The Foundation’s grassroots education initiatives — including the popular school mascot “Arter” — have already begun spreading the message of healthy living among children, a message now set to be amplified nationwide through this campaign.

A Healthier Future Within Reach
The Sweet Talk campaign represents more than a health message; it is a call to action — urging families, businesses, and policymakers to confront the “bitter truth” about sugar and to make lasting changes.