| Title | DON'T TEAR! |
| Brand | DIABETES ASSOCIATION OF SRI LANKA |
| Product / Service | DIABETES PREVENTION |
| Category | B01. Education & Awareness (incl. Fundraising and Advocacy) |
| Entrant | PHOENIX OGILVY & MATHER Colombo, SRI LANKA |
| Idea Creation | PHOENIX OGILVY & MATHER Colombo, SRI LANKA |
| Media | PHOENIX OGILVY & MATHER Colombo, SRI LANKA |
| PR | PHOENIX OGILVY & MATHER Colombo, SRI LANKA |
| Production | PHOENIX OGILVY & MATHER Colombo, SRI LANKA |
| Contributing | BRAND UNION Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Team Phoenix Ogilvy, Colombo | Phoenix Ogilvy | creative agency |
| Team Brand Union, Singapore | Brand Union, Singapore | Designer |
| Dan Ellis | Brand Union, Singapore | Regional Creative Director |
| Kavinda Wickramarachchi | Phoenix Ogilvy | Art Director |
| Tanya Ponomareva | freelance | digital consultant |
| Ken Vicera Kaneko | freelance | Illustrator |
| Lakruwan Vithanage | X10 Productions | Director |
| Ruchi Sharma | Phoenix O&M (Pvt) Ltd. | Group Chief Creative Officer |
On World Diabetes Day, the Diabetes Association of Sri Lanka tied up with popular cafes in Colombo and replaced their sugar sachets with specially designed ones that spread awareness of the dangerous repercussions of sugar and Diabetes related complications. 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