An initiative designed to boost well being literacy amongst youngsters concerning the dangers of consuming sugar — in all its many kinds — spearheaded by IPG Well being Community’s Space 23, gained huge at Cannes yesterday.
A marketing campaign created by Space 23 — an company throughout the IPG Well being Community — to teach children about diet and the hidden risks of sugar has snagged the Well being Grand Prix for Good on the Cannes Lions International Festival of Creativity. It was among the many first slate of winners introduced at Cannes this week.
The general public well being marketing campaign, dubbed ‘Lil Sugar – Grasp of Disguise,’ is an education-focused, multi-platform effort geared toward bettering childrens’ capacity to establish sugars within the meals they devour every single day — even those who don’t appear sugar-dense.
To get the message throughout, the group tapped the long-lasting rapper Darryl “DMC” McDaniels of Run-DMC. McDaniels voices the animated character of Lil Sugar, a mischievous dice of sugar that may shapeshift, change his identify and disguise himself to stay under-the-radar in all types of foodstuffs.
“Sneak up in your physique simply to get you hooked; I preserve altering my identify to get you to look,” raps Lil Sugar. All through the observe, the aggressive character spells out the entire well being risks of excessive sugar consumption — from diabetes and mind fog to weight problems. “I provide you with diabetes from the treats and all of the sweeties; I preserve you being grasping, make you suppose you actually need me,” he raps. Viewers see Lil Sugar present up in some surprising locations, together with scorching canine, cereal, granola bars and burgers.
The marketing campaign ran in New York state and reached an estimated three million college students in 5,000 faculties. And though the marketing campaign was regional, Cannes judges see broader potential functions for the message.
Sueann Tannis, senior director of built-in communications on the United Nations Basis and the jury president of the Well being Grand Prix for Good at Cannes, argued that “we might see this going world and altering the way in which individuals select to eat.” She famous that such a marketing campaign may be “scaled up in any language or style of music and be replicated internationally to boost the bar on diet and well being literacy amongst youngsters and oldsters.”
The Cannes Lions Pageant is again after a two-year hiatus throughout the pandemic. It should run by means of June 24.
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