Title | DON'T TEAR! |
Brand | DIABETES ASSOCIATION OF SRI LANKA |
Product / Service | DIABETES PREVENTION |
Category | B04. Use of Ambient Media: Small Scale |
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 |
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.
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.
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.
This category is for ideas that generate interaction & participation between consumers. Our idea of using a sugar sachet as a medium of activation to change consumer behaviour thus fits this category. It is the sheer act of tearing open a sachet, with an educational message that helps change consumer awareness and eventual behaviour.
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.