Few points of feedback from critics:
-Go towards a social perspective, perhaps there is more of a problem in what is accepted by society.
-People seem to respond more to concept 2 (shin guards)
-Perhaps "energy drink" isn't the problem, but rather the bigger picture is the fact that people are just putting "sh*t" in their bodies.
-Look at what examples are out there to change consumption...such as, how do people reach diabetics? What types of communication exist?
-If I am targeting football players or any athlete that use and abuse, look at bike athletes because out of all athletes, they are one of the more health conscious.
-Looking into growth hormone levels and ATP (advanced technological procedure) for concept 2 might help.
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