Dark Side of Sugar

Action on Sugar

Dark Side of Sugar

Dark Side of Sugar
  • Category

    Media Strategy
  • Industry

    Non-Profit Organisation
  • Client

    Action on Sugar

Every 8 seconds someone dies of type 2 diabetes. Yet the food industry continues to hide sugar where we least expected. On World Diabetes Day, we brought the truth to light together with the health charity Action on Sugar.

The sweetest pop songs become sinister metal cover versions-with a band the food industry does not want you to hear. Wherever sugar hides, we bring a light into the darkness. A cross-media campaign was essential for a loud, high-impact launch. Our base was a digital campaign with intelligent keyword targeting.

Through the intelligent placement and with the support of several media partners, the campaign has so far not only reached over seven million people, but has also achieved tremendous engagement.

In the first 48hrs alone, the website registered more than 700,000 visits and the engagement-rate in social media was 327% higher than in comparable social media channels.

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