HealthCare atHOME (HCAH) has taken an interesting approach with the launch of a new campaign to raise awareness of the risks to people with diabetes that eat foods high in sugar.
HCAH partnered with McCann Health to create Dolce Mal, a brand of chocolates with each piece hand-crafted to like a body part that could be damaged if a patient with diabetes maintained a diet high in sugar.
“India has become the diabetes capital of the world, with the prevalence of the disease estimated to rise from 69.2 million to 123.5 million by 2040”, said Vivek Srivastava, CEO & 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.”
“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.
“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.” added ECD of Australia and SE Asia, June Laffey.
“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 for 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.
Vivek Srivastava – CEO & Co-Founder, Healthcare at HOME
Manas Jaiswal – Director – Marketing, Healthcare at HOME
June Laffey – ECD, Australia & SE Asia
Alejandro Canciobello, Creative Director, Singapore
Dr. Harshit Jain – Senior Vice President & Country Head (India) & Marketing Director (APAC)
Yin May Tam & Rodrigo Mitma, Associete Creative Directors, Singapore
Weicong Lee, Senior Designer, Singapore
Mellisa Go, Copywriter, Singapore
Yuan Ling Tan, Jr. Art Director, Singapore
Asiah Hamzah, Creative Service Director, Singapore
Kirby Ho, Producer, Singapore
Bhavesh Doshi – Creative Director, India
Prasenjit Chowdhary – Art Director, India
Daleep Manhas – General Manager
Manisha Das – Account Director
Pranav Girdhar – Account Executive