The Campaign

The creative idea was that each time you tear a sugar sachet, you could be tearing your life apart. To bring this alive, the sugar sachets were designed as human silhouettes. When people tore along the perforated lines, that ran across the limbs or the eyes, the message printed at the back was loud & clear. - Every year, 2.5 million people living with Diabetes go permanently blind - Every 30 seconds, a leg is amputated due to Diabetes Message by Diabetes Association of Sri Lanka.

Creative Execution

'Every time you tear open a sachet of sugar, you open up a host of diabetes related issues, such as blindness and amputations. Integrating that into our design, we’ve created sugar sachets that communicate this message. We’ve printed artistic illustrations of humans on sugar sachets where their tear off lines are seen to be aligned with the eyes and the legs of the human sketch. So whenever someone tries to tear the pack open you tear off either the eyes of the legs of the individual, communicating that you could be taking a step towards tearing off your eyesight and your legs with every sachet you open. To scale, we’ve used larger eyes and legs on each of the human sketches to make our idea more noticeable. And in maintaining quality and standards, food grade wax coated sugar sachets were used in production through the process of flexography.

Indication of how successful the outcome was in the market

This was to be a one day stunt, but some cafes were so impressed with the response & positive feedback they got from their customers that till today they use our sachets as they reported that there was a cutdown in the sugar consumption, and helped cafe to save sugar costs too. There was a clear health value for such consumers as well as a focussed awareness drive. cafes were happy to be a part of this CSR. The case study was shared online and so far 1842 people reached ....and still counting.

The strategy was to target people at the point of consumption of their tea & coffee. Cos that's when they consume lots of sugar. So what better medium to communicate this than the sugar sachet itself. Since Diabetes is on the high within the more affluent class of people due to their sedentary lifestyle, talking to them was the initial focus for us. The cafes were a great location as most of these people tend to frequent cafes much more with friends & family. On World Diabetes day, we tied up with major & popular cafes in Colombo and replaced their sugar sachets with ours. The sugar sachets were designed as human silhouettes. When people tore along the perforated lines that ran across the limbs or the eyes. At the back were shocking facts that focussed on the repercussions.