80% of the Dutch population consumes 1.5 to 2 times too much, which can lead to obesity, and increase the risk of Type 2 diabetes. People don’t realize how much sugar they consume, because manufacturers ‘hide’ it in products by using confusing names.

So we could say; the Netherlands is unconsciously addicted to sugar.

Challenge:

1. Raise awareness about the fact that we unconsciously consume too much sugar

2. Pressure the food industry to use less sugar in products

How do we tackle both of these challenges?

Phase 1: For maximal launch impact we arranged an exclusive news item with RTL’s morning TV news program. Directly afterwards, the story about the opening of the Clinic was released to all news media outlets.

Phase 2: We launched a petition calling on the Minister of Health to force manufacturers to reduce the amount of sugar they put in our foods.

Phase 3: We launched a press release about how sugar affects children.

Phase 4: We invited all stakeholders; manufacturers, scientist and the government, to talk about the steps we need to take together to reduce the sugar consumption in the Netherlands.

The campaign ran for five weeks.

The clinic opened its doors in Amsterdam, attracting people from across the country.