Sugar Addiction PSA
Copywriting, Creative Direction
This PSA campaign confronts the hidden dangers of sugar consumption by comparing its addictive effects to cocaine. Designed to jolt awareness, the visuals use bold contrast and familiar imagery to reach health-conscious parents who may not realize how deeply sugar affects their families. The tone is direct, urgent, and eye-opening.
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The campaign centers around the shocking fact that sugar is six times more addictive than cocaine, a comparison used to spark re-evaluation of sugar’s presence in everyday diets. Targeting slightly health-aware moms, the ad visualizes this message through arresting imagery and bold typography that mimics both food marketing and drug warning aesthetics. The goal was to create a moment of discomfort that encourages reflection without feeling preachy. By bringing hidden information to the surface in a striking way, this PSA reframes sugar as a serious issue, not just a sweet indulgence. The campaign was developed with emotional impact, accessibility, and clear visual hierarchy in mind.
A subway takeover- to represent addiction in a physical way in order to show how it can take ahold of anybody, grips were branded. Most people who are addicted to sugar are unaware of the firm hold the substance has over them. These pair with the poster ads within the same subway train.
Here an interactive kiosk that can be placed in public spaces along with their display screens. The user learns that addiction alters how the brain interprets things like happiness. The user is invited to select various items that produce dopamine and see how the amount produced decreases when addiction is present.
Above is a web banner ad along with the page the user is taken too after interacting. A user who clicks on a Dunkin’ ad most likely would benefit from the article on sugar.
A set of social media posts