Dolce Mal drives home a sweet bitter truth

McCann Health – India and Singapore have collaborated on 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,” 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. 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.”

 

Bitter-sweet truth: This is not the first time any category has used fear as a tool to drive awareness. The insurance category does it all the time. Still penetration of insurance policies in India is not exactly something to be proud of.

 

What are your views on this campaign? Do let us know on [email protected] or [email protected]. The best answers shall be published. If your published response makes it to the top ten, we might reward you too! 

 

CREDITS:

 

Clients: 

CEO and co-founder: Vivek Srivastava

Director - marketing: Manas Jaiswal

 

McCann Health 

 

ECD, Australia & SE Asia: June Laffey 

Creative director, Singapore: Alejandro Canciobello

SVP and country head (India) and marketing director (Apac): Dr. Harshit Jain 

Associate creative directors, Singapore: Yin May Tam and Rodrigo Mitma

Senior designer, Singapore: Weicong Lee

Copywriter, Singapore: Mellisa Go

Jr. Art Director, Singapore: Yuan Ling Tan 

Creative service director, Singapore: Asiah Hamzah

Producer, Singapore: Kirby Ho 

Creative director, India: Bhavesh Doshi

Art director, India: Prasenjit Chowdhary

General manager: Daleep Manhas

Account director: Manisha Das

Account executive: Pranav Girdhar