1 in 3 children in Spain are overweight or obese. From the ages of 9 to 12, each child consumes an average of 33.4 kg of sugars per year, the equivalent to their own body weight, giving Spain the 2nd highest rate of child obesity in the UE.

The Spanish Ministry of Consumer Affairs wanted to change this harsh reality by launching a new regulation to reduce its consumption. But there was a strong lobby against it, due to different economic and political interests. So the ministry knew they needed the people by their side, to get support to make this new regulation -a reality-.

The results were really amazing: +1240 media appearances, local #1 trending topic at Twitter, +284 million organic impacts and +7,2 millions of € in earned publicity in less than two weeks, with a campaign budget of only 11.790 €.

But the most important, we manage to start a conversation and the promotion of a new law to regulate the advertising of sugar based products targeted to children under 16 years old.

Credits:

Chief Creative Officer: Natxo Díaz

Creative Director/Head of Art: Leo Rincón

Creative Supervisor: César Pérez

Copywriters: Natxo Díaz, César Pérez, Catalina Segura

Art Direction: Leonardo Rincón, Paula Terrón, Guillermo Álvarez.

3D Motion: Luis Lemes, Nico Sierra

Client: Spanish Ministry of Consumer Affairs

Account team: Ana Richarte

Agency: VMLY&R HEALTH Spain