HealthCare atHOME (HCAH) has launched a new campaign to raise awareness on the risks to people with diabetes that remain in diets high in sugar.
“India has become the diabetes capital of the world, with prevalence of the disease estimated to rise from 69.2 million to 123.5 million by 2040,” said Vivek Srivastava, CEO and Co Founder, Healthcare atHOME. “Yet, many patients control it poorly, remaining on diets high in sugar and being unaware that it puts them at risk of serious complications, such as blindness, amputations, kidney failure and heart disease.”
To get patients to realise the importance of management of Diabetes, HCAH partnered with McCann Health to create Dolce Mal, a brand of chocolates hand-crafted to get people not to eat them. Each piece was shaped like a body part that could be damaged if a patient with diabetes maintained a diet high in sugar. Facts about the likelihood of developing diabetes-produced problems were placed next to them.
“These chocolates address the issue in a clever way by using something very sweet to show the public the bitter truth of poorly managed diabetes,” said Alejandro Canciobello, Creative Director at McCann Health Singapore.
McCann Health’s ECD of Australia and SE Asia, June Laffey, added: “Using chocolates shaped into the body parts that can be lost to diabetes, we hoped to not only shock, but motivate diabetes sufferers to go into battle against this insidious disease.”
“I am very excited with the collaboration between our two McCann Health offices – India & Singapore and with their drive to produce outstanding work for our clients”, commented Dr. Harshit Jain, Marketing Director (Asia Pacific), & Country Manager (India), McCann Health.
Dolce Mal was launched in the week of World Diabetes Day at the HT Palate Fest, a three-day food festival in New Delhi, to promote HCAH’s diabetes management app, DIABEE, and has been distributed to over 500 HCPs in North India, with roll-outs continuing until the end of the year across North and West India.
Source: Campaign Brief Asia