SUGAR FREE RADIO

TitleSUGAR FREE RADIO
ClientTNL RADIO NETWORK
Product / ServiceTNL RADIO NETWORK
CategoryB02. Pro Bono led Education & Awareness
EntrantTBWA\SRI LANKA Colombo, SRI LANKA
Idea Creation TBWA\SRI LANKA Colombo, SRI LANKA
Media Placement TBWA\SRI LANKA Colombo, SRI LANKA

Brief Explanation

To engage people on the dangers and prevention of Diabetes, TNL Radio became Sugar Free Radio on World Diabetes Day! It was a world’s first going beyond merely a spot or segment and was driven by the need to engross people in our message rather than tell them a bunch of information which they would naturally ignore due to its uninteresting nature. On Sugar Free Radio, we took mainstream English songs that carried sugary-lyrical reminders and disrupted them with our very own Diabetes warning the entire day– because we found that sugary reminders are everywhere in Sri Lankan day-to-day living; including the songs we play on the air. On the back of the effectiveness of this act, we were able to dispense valuable tips and information regarding diabetes prevention, which were processed and not ignored.

Credits

Name Company Position
Subhash Pinnapola TBWA\Sri Lanka Chief Creative Officer
Sohan Ratnaike TBWA\Sri Lanka Copywriter
Sachithra Gunarathna TBWA\Sri Lanka Art Director