Great post, I never knew that the practice had an actual term attached to it! About this campaign, I'm not sure if it is or will be effective. The intended message was not my first impression, I thought it had something to do with alcohol consumption and only at a second glance did I gather that fat was in the glass (it looks like soda pouring out)! Admittedly, I do not have the immediate answers about how to improve this campaign. Do you know who the primary audience is? If this was tested? Is this a single image campaign or are there complimentary images? I would also like to kudos the New York City Health Department's attempts. My favorite to date is: http://www.nyc.gov/html/doh/html/pr2008/pr033-08.shtml, simple and classy with a little bit of guilt mixed in--perfect! Thanks! LAB