•Situation

Type 2 diabetes is a preventable disease that killed 4.2 million people in 2019 – making this one of the biggest health crises of our times. Unlike conventional (type 1) diabetes, type 2 diabetes is a preventable disease that develops from a high sugar diet. The food industry is hiding extra added sugar in our food, making it difficult to control our sugar intake. Studies show that young people consume as much as 63% more sugar than their recommended daily allowance.

•Brief

Reach out to young people and open their eyes to the dangerous side of sugar – and how it can lead to type 2 diabetes if not consumed in moderation.

•Objectives

Teach young people how to identify and avoid foods with hidden sugar to control their diets better to prevent the risk of developing type 2 diabetes.

THE DARK SIDE OF SUGAR is a collection of the darkest metal remakes of the sweetest pop hits; to make young people release that sugar is not as innocent as they think. Famous sweet songs like Robin Schulz's platinum dance hit "SUGAR", 50 Cent's "CANDY SHOP" and "WATERMELON SUGAR" from Harry Styles become haunting dark metal cover versions to shine a light on sugar's dark and dangerous side. And to draw attention to essential nutrition information on www.DarkSideOfSugar.com in the fight to prevent type 2 diabetes.

We used music and branded entertainment to create awareness in a traditionally hard to reach category. To get young people to consider our message rather than just clicking away another health PSA.

Music as Metaphor

By creating dark and evil versions of sweet and innocent songs, we could shine a light on the dangerous side of sugar. Whether you like or dislike the music – the meaning and message are loud and clear.

Music as Medium

Using music and branded entertainment, we created engagement in the places that matter to young people; On Instagram, Youtube, Twitch, TikTok, on Web Radio, Podcasts and music platforms like Spotify, Deezer, Napster, Apple music and more.

We launched the dark metal remake of ''SUGAR'' (originally by Robin Schulz) on World Diabetes Day, November 14th, 2020. The song was the center of a multi-channel campaign on TV, Radio, Spotify and social media. The music video for ''SUGAR'' reveals 36 surprising places sugar is hidden in our food and points people to www.DarkSideOfSugar.com. Here nutrition information from ACTION ON SUGAR teaches young people how to avoid hidden sugar to help prevent type 2 diabetes. Then we released more dark remakes of sweet pop hits with campaign supergroup ''Risen from Shadows'' to raise awareness and build anticipation for the ''DARK SIDE OF SUGAR'' album release. THE DARK SIDE OF SUGAR is available on all digital music stores and streaming platforms. All proceeds go to the Diabetes Support Foundation to fund further education projects in the fight to prevent type 2 diabetes. Please listen to the music here: www.shorturl.at/jovM2

- 17.7% engagement rate on Instagram (global average 1.45%)

- Over 700 000 visitors to www.darksideofsugar.com in the first 48 hours of launch

- PR coverage reaching over 20 million contacts