Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: DIABETES ASSOCIATION OF SRI LANKA
Product/Service: WORLD DIABETES DAY 2011
Agency: SAATCHI & SAATCHI
Executive Creative Director: Eric Frank (Saatchi/Saatchi)
Creative Director: Asanka Ilamperuma (Saatchi/Saatchi)
Copywriter: Prasad Weerasekara (Saatchi/Saatchi)
Art Director: Jagath Rathna Kumara (Saatchi/Saatchi)
Videographer: Dinesh Gunaratne (Saatchi/Saatchi)
Creative Team: Sajiv Panditha (Saatchi/Saatchi)
Creative Team: Piyumi Wickrama (Saatchi/Saatchi)
Studio Manager: S. Gayan Mathangadeerage (Saatchi/Saatchi)
Production Manager: Sugandi Dissanayake (Saatchi/Saatchi)
Production Team: Anthony Sinniha (Saatchi/Saatchi)
Manager - Finance And Administration: Upeckha Cumaratunga (Saatchi/Saatchi)
Media placement: Ambient - "F'poon" - Sen-Saal Restaurants - 14 November 2011
Describe the objective of the promotion.
2m Sri Lankans suffer from diabetes, while another 2m are currently at risk. Despite this issue, the average Sri Lankan takes approximately 2.5 teaspoons of sugar in each cup of tea they consume. The Diabetes Association gave us a challenge: encourage people to reduce their intake of sugar and be moved to interact with the Diabetes Association.
Describe how the promotion developed from concept to implementation.
Our aim was to get as many consumers as we could to think twice about the amount of sugar they spoon into their drinks and be moved to interact with the Diabetes Association, all on a limited budget. Our idea: the 'F’poon'. Created by cutting fork-like slits into ordinary teaspoons, 'F’poons' carry 85% less sugar. On World Diabetes Day, we replaced the regular teaspoons in the sugar bowls at the popular Sen-Saal group of restaurants in Colombo with 'F’poons'. The activation was further strengthened by a multilingual PR campaign.
Explain why the method of promotion was most relevant to the product or service.
As high sugar-levels are one of the main causes of diabetes, the activation element of this campaign which forced consumers to use the 'F’poon' to serve sugar was a highly effective method of communicating our message. By incorporating the 'F’poon' into an average Sri Lankan’s daily routine, the campaign had a powerful impact on consumers who would have simply ignored the issue when publicized in traditional media.
Describe the success of the promotion with both client and consumer including some quantifiable results.
On World Diabetes Day, over 1500 people used the 'F’poon' within 6 hours. Every one of them interacted with the Diabetes Association. Approximately 65% less sugar was served from Sen-Saal’s sugar bowls that day. In fact, the sugar bowls were filled only once that entire day. The activation was strengthened by a multilingual PR campaign and was also picked up by national media. It received accolades in several international forums. Plans to commercially produce the 'F’poon' are also underway.