David Fleetwood Creative Director

Creative Circle Awards – Best app. Silver.
Cannes Lions Bronze Winner
Campaign Big Awards – Silver. Public Service.
Campaign Big Awards – Silver. Health & Beauty.
D&AD Awards – Mobile app – Wood Pencil.

There’s a huge problem with the amount of sugar in our children’s diets. Kids are now eating up to 20 times the government recommended amount each day and that’s leading to obesity, many different cancers, diabetes and an early grave.
But it’s not always the fault of the parents. Many of them simply don’t know the quantity of sugar in the things we eat and drink every day. And the manufacturers don’t want to come clean either. By increasing the amount of sugar in bland, cheaper foods they are able to create more flavour. And make even more profit.
So, together with Change4Life (from Public Health England), we developed and created an easy to use app that demonstrated just how much sugar was lurking in the products on our supermarket shelves and cupboards. You can share the results on social media.
Any products that the app didn’t recognised were later added to the database. And the database is still growing, with over 5,000 items now available for scanning.
The app was given away free on both Android and Apple platforms and supported by a national TV and press campaign, using our Change4Life family from Aardman animations.
In the first week alone, over 30,000 people had downloaded it. It spent three weeks at the top of the
Apple i-Tunes free app chart. It was featured in all the national newspapers and BBC and ITV news. By the beginning of February, the number of downloads had topped 150,000. It reached 1.7 million.

The D&AD award:
https://www.dandad.org/awards/professional/2017/media/26425/phe-change-4-life-sugar-smart/