HealthCare atHOME (HCAH) has launched a new campaign to raise awareness on the risks to people with diabetes that remain in diets high in sugar.
To get patients to realise the importance of management of Diabetes, HCAH partnered with McCann Health to create Dolce Mal, a brand of chocolates hand-crafted to get people not to eat them. Each piece was shaped like a body part that could be damaged if a patient with diabetes maintained a diet high in sugar. Facts about the likelihood of developing diabetes-produced problems were placed next to them.
“India has become the diabetes capital of the world, with prevalence of the disease estimated to rise from 69.2 million to 123.5 million by 2040,” Vivek Srivastava, CEO & co-founder, Healthcare atHOME, said. “Yet, many patients control it poorly, remaining on diets high in sugar and being unaware that it puts them at risk of serious complications, such as blindness, amputations, kidney failure and heart disease.”
“These chocolates address the issue in a clever way by using something very sweet to show the public the bitter truth of poorly managed diabetes,” said Alejandro Canciobello, creative director at McCann Health Singapore. ECD of Australia and SE Asia, June Laffey, added “Using chocolates shaped into the body parts that can be lost to diabetes, we hoped to not only shock, but motivate diabetes sufferers to go into battle against this insidious disease.”
Dolce Mal was launched in the week of World Diabetes Day at the HT Palate Fest, a three-day food festival in New Delhi, to promote HCAH’s diabetes management app, DIABEE, and has been distributed to over 500 HCPs in North India, with roll-outs continuing until the end of the year across North and West India.