Shock tactics used in latest Thai diabetes awareness campaign

By RJ Whitehead

- Last updated on GMT

Photo: Ogilvy and Mather
Photo: Ogilvy and Mather
The Diabetes Association of Thailand has taken a shocking approach in its latest awareness campaign by using images of confectionery to create a frightful picture of infections and festering wounds on limbs.

The “Sweet kills​” adverts, produced by Ogilvy and Mather Bangkok and designed by Nattakong Jaengsem, warn against the possible effects of sugar on health and set out to encourage consumers to rethink how they see their favourite sweets. 

The campaign focuses on showing how high blood sugar levels can reduce the body’s ability to detect infections and heal. 

In one of the images, an elbow wound drips with chocolate syrup, caramel and yellow frosting. Another features a disturbing ice cream sundae, with red cake in the wound and white frosting crusted on the edges.