1 in 3 children in Spain are overweight or obese. 9/10 parents of these obese kids are unaware of the issue. Each child in Spain consumes an average of 33.4kg of sugar per year, the equivalent to their own body weight, giving Spain the 2nd highest rate of child obesity in the UE.

Spanish Ministry of Consumer Affairs wanted to change this issue by launching a new regulation to reduce its consumption. However, there was engrained social, economic and political opposition to this policy. The ministry needed to create a social u-turn in public opinion if this new regulation was to be approved.

SOLUTION: The insight and the creative idea evolved from the data surrounding the challenge. Collecting data from medical research, we found a direct correlation between the high sugar consumption rates among Spanish children and the percentile tables from the WHO. That is - each Spanish child eats their own body weight in sugar every year.

To visualize the size of this problem, we created a collection of life-size children's eye-catching sculptures made with the exact amount of sugar they eat each year -33.4kg-.

We then placed the sculptures it in one of the most family friendly and crowded public areas in Spain and invited media, press and parents and lobby groups to the sculptures.

The data was collected from medical research found across a variety of scientific papers. This was crossed checked with WHO's percentile tables to get to the insight: Spanish kids eat their own body weight in sugar every year.

By showing parents this kids sculptures made of sugars – in life sized sculptures that looked like their own kids – parents instantly understood the impact of a sugary diet.

The craft and attention made to develop these models and produce such realistic and beautiful sculptures that looked so real and familiar to parents meant that it did not take long to switch public opinion.

RESULTS: +284 million impressions +1240 media appearances +7,2 million € in earned media Trending Topic over several days raising people’s support to the new sugar regulation to protect kids. Popular support to make this new sugar law to protect children a reality