2019 Winners & Shortlists

STUB SUGAR

Short List
Client/BrandASTER CLINICS
Product/ServiceDIABETES CHECK-UPS
EntrantTHE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Type of EntryCampaign
CategoryLow Budget / High Impact Campaign
Idea Creation THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Media Placement THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
PR THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Production THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES

Why is this work relevant for PR Lynx?

In less than a month, the #StubSugar became one of the most spoken about topics on social media. The initiative sparked debates about the impact of sugar being far too lightly on popular news and talks shows on channels like ZEE TV and CNBC Arabia. Several radio stations spread awareness about the initiative and urged listeners to head to their nearest Aster Clinic for a free diabetes check-up. Resulting in a monumental increase in inquiries about free diabetes check-ups that lead to Aster Clinics setting up mobile check-up booths in malls to cope with the demand for free check-ups.

Background

Every year, around 17 million people succumb to tobacco-related diseases worldwide. Whereas sugar-related diseases kill around 38 million. The average daily sugar consumption in the UAE is 25 spoons per person. Which is 15 spoons more than what is considered safe by the World Health Organization. Yet tobacco is widely accepted as the leading health risk across the country.

Describe the creative idea.

We needed a thought-provoking visual metaphor. One that was simple enough to seamlessly fit into the consumer's everyday routine, and powerful enough to make them reconsider the deadly habit of consuming harmful levels of sugar. So, we created our own sugar sachets. Although they were filled with regular sugar, the packaging was designed to make them look like cigarettes. We collaborated with 55 cafes across Dubai and replaced the standard sugar sachets with ours. Every time customers reached for one, they were hit with a powerful message - "Sugar is the new tobacco. Cut down on both. #StubSugar” A total of 5000 sugar sachets were created and distributed to cafes, bloggers, RJ's and other influential individuals. Most sachets remained unopened. Proving that UAE was ready to take control of their health and stub sugar.

Describe the strategy.

Dubai's working professionals consume 4 cups of coffee or tea on an average every day. Tearing up sugar sachets to sweeten their beverages is an integral part of their daily routine. This touch point was our opportunity to make an impact. We needed an innovative solution that seamlessly fit into the customer’s daily routine and delivered a message that provoked them to rethink the deadly habit. Our aim was not to get customers to cut sugar out completely but to make them aware of the consequences of excessive sugar consumption.

Describe the execution.

The initiative was carried out in 4 phases. Phase 1: In collaboration with 55 cafes across Dubai, standard sugar sachets were replaced with the ones we designed to look like cigarettes, with a thought-provoking message aimed at motivating them to reconsider their habituated beverage consumption behaviour. The message - "Sugar is the new tobacco. Cut down on both. #StubSugar" Phase 2: Special packs were sent to bloggers, RJ's, journalists and other influential individuals to make their fans reconsider the deadly habit as well. Phase 3: Those who posted about the sachets with #StubSugar were targetted on social media and given the incentive to head to their nearest Aster Clinic for a free diabetes check-up. Phase 4: This phase was added due to the overwhelming response the initiative received. Special mobile check-up booths were set up at malls across the city to cope with the increasing free check-up requests.

List the results.

- 50,000,000 earned impressions - 39% increase in diabetes check-up inquiries - Additional mobile check-up centres were set up in malls to cope with the check-up requests - Out of the 5000 sachets distributed, most remained unopened.

Credits

Name Company Position
Alok Gadkar The Classic Partnerhsip Executive Creative Director
Abhay Chawak The Classic Partnerhsip Associate Creative Director
Alok Gadkar The Classic Partnership Art Director
Abhay Chawak The Classic Partnership Art Director
Anshuman Bhattacharya The Classic Partnerhsip Copywriter
Nilesh Naik The Classic Partnerhsip Copywriter
Pulkit Vashisht The Classic Partnerhsip Account Director
Sarah Rizvi The Classic Partnerhsip Account Manager
Vitthal Deshmukh The Classic Partnership Head of Production
Mohammed Salim Allawi Raee PR Senior Account Manager PR
Arunima Vijayanand Raee PR Account Executive PR
Avaice Haider Avaice Haider Photographer
Ankhurr Chawak Ankhurr Chawak Music Composer
Al Hazar Hussain RGB Senior Editor
Kailash shankar RGB Animation
Ashwin Menon RGB Producer
Raee PR Raee PR PR Agency
RGB RGB Production