Hip Hop Public Health: Lil Sugar – Master of Disguise

An animated character helped non-profit organisation Hip Hop Public Health raise awareness of the serious issue of kids' excess sugar consumption and drive positive behaviour change in the US.

Campaign details

Brand: Hip Hop Public Health Brand owner: Hip Hop Public Health Entrant company: Area 23, An IPG Health Network CompanyIdea creation: Area 23 New York Market: United States Sector: Charities & voluntary organisations Media channels: Events & experiential, Competitions & contests, Mobile & apps, Websites & microsites, Social media, Cinema, Gaming & in-game advertising Budget: No budget

Executive summary

Companies use more than 150 different names for sugar that can be found in packaged foods’ ingredients lists. These names are often obscure...

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