The Unimed Curitiba campaign acknowledges the delicious quality of desserts while also sending a strong message that while satisfying such sugar cravings may be wonderful in the moment, they can cause long-lasting problems in the future. One of the posters reads, "What is a delight for you can be dangerous for your health." This is hammered in through the image of a spider masquerading as a truffle.
Conceived and executed by Bronx, an ad agency based in Curitiba, Brazil, the Unimed Curitiba campaign brings awareness to the common disease of diabetes. In particular, it promotes the International Day Against Diabetes. The Unimed Curitiba campaign was art directed by Preto Murara with creative direction by Alexandre Silveira and illustrations by Leonardo Soares.
Key Themes Behind This Trend
- Awareness of Diabetes Risks
- Providing education and raising awareness about the potential dangers of consuming excessive sugar in desserts.
- Visual Messaging in Health Campaigns
- Utilizing powerful imagery and creative illustrations to effectively communicate health messages to the target audience.
- Promoting International Health Days
- Using advertising campaigns to promote awareness and action towards specific global health days like the International Day Against Diabetes.
Where This Applies
- Healthcare
- Opportunities for healthcare providers to develop educational resources and campaigns focused on diabetes prevention and management
- Advertising and Marketing
- Opportunities for ad agencies to collaborate with healthcare providers on impactful campaigns that raise awareness about health risks
- Food and Beverage
- Opportunities for companies to develop and market healthier dessert options to meet the growing demand for sugar-conscious and diabetic-friendly products
