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

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, they tore the body parts. At the back were shocking facts. The timeline was one day- World Diabetes Day. Nov 14, 2015. But some cafes were so impressed with the response & positive feedback they got from their customers that till today they use our sachets.

Results

Consumers were taken unaware when they reached out for their regular sugar sachets & saw our designed ones. 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. Cfes were happy to be a part of this CSR. There was a clear health value for such consumers as well as a focussed awareness drive. c Most of them immediately put back their sugar or used just one sachet. Thereby reducing or totally cutting down on their sugar intake. The case study was shared online and so far 1842 people reached ....and still counting.

Direct Spikes categories is about response driven work to influence consumer behaviour with a call to action. This work clearly engages the customers at a time, when they are about to consume a lot of sugar- at the cafe. As it is an immediate time, the responses is also immediate. People are educated, and the call to action is for them not to tear open that sachet. Most of them, after becoming aware due to their interaction with our sachet, reduced or totally cut down on using the sugar. So the influence of this work is clearly relevant.

The strategy was to target people at the point of consumption of their tea & coffee. Cos thats when they consume lots of sugar. So what better medium to communicate this than the sugar sachet itself. Since Diabetes is on the high with 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. Most of them, after becoming aware, reduced or totally cut down sugar consumption.