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

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.

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, on World Diabetes Day, across popular cafes in the city but some cafes were so impressed with the response & positive feedback they got from their customers that till today they use our sachets.

Sugar overconsumption is a deadly addiction. The anti-sugar lobby has been using scare tactics for years to communicate this message in ATl mediums but it has been falling to deaf years. So, we decided to get clever with our medium of targetting... really engage them, by using the ubiquitous sugar sachet to get our message across. The audience literally participated in harming the human silhouettes printed on the sugar sachets as they tore along the perforated lines. Our creative and educational approach helped us engage with the audience and communicate our message about the dangers of Diabetes.

Insights, Strategy and the Idea

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. This was to be a one day stunt, but some cafes were so impressed with the response