M&C Saatchi

Core disciplines: Advertising/Creative, Digital

Change4Life, Sugar Smart App


The Problem:

England is facing an obesity epidemic.

Kids are now eating up to three times the government recommended amount of sugar each day.

Sugar is added to almost everything we eat and drink. And many people simply don’t know the quantity of sugar that lurks in the everyday products.

The Strategy:

Together with Change4Life (from Public Health England), we showed everyone how to be ‘Sugar Smart’.

We developed and created a free, easy to use app, that revealed just how much sugar is hidden away in the products on supermarket shelves and in cupboards. All users had to do is scan the barcode. They could then share their findings to Facebook and Twitter.

The app was supported by a national campaign - including TV and press ads, as well as digital OOH and online, featuring the Change4Life characters, from Aardman animations.

The Results:

The Sugar Smart app specifically has been the most successful programme run by Change4Life in its 8 year history.

The campaign had a reach of 160 million, was number one in the apple app store charts, and the app has been downloaded by more than 2 million people.

Over 14 million scans have taken place in the app and 1 in 3 mums have said the app helped them to cut down sugar intake.

Since the birth of Change4Life, children’s rising BMI scores have levelled, with a similar pattern emerging in middle-aged adults.

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