Description: To create awareness about diabetes, Diabetes Federation of Sri Lanka came up with this wonderful three ad print campaign. A man shaped sweet with one leg missing indicates that excessive sweet may lead to leg amputation. A woman driving a car (made of sweet) has no eyes indicating that excessive sweet may lead to loss of eyesight. A heart shaped sweet with a crack in it indicates that excessive sweet may lead to heart related complications.

Peripheral neuropathy/diabetic foot, permanent blindness, heart disease and strokes are the most common, pricey and severe complications of diabetes.

Caption: Not as sweet as you think.

Advertising Agency: Phoenix Ogilvy, Colombo, Sri Lanka
Chief Creative Officer: Ruchi Sharma
Senior Art Director: Ruwan Karunaratne
Art Director: Ravi Amarasinghe
Copywriters: Mayuca Pandithage, Ruwan Karunaratne
Creative Director: Ransley Burrows
Digital Creative: Tanya Ponomareva
Illustrator: Ruwan Karunaratne / Lawrence
Photographer: Rasika Surasena
Food stylist: Anju Constantine / Dessert Rose
Account Executive: Claude James