Sugar Kids

In Spain, there is an extremely high consumption of sugar amongst children, and one out of every three children suffer from being overweight or obese.

From the ages of 9 to 12, the average child in Spain consumes 33.4 kg of added sugar each year — the equivalent of their own body weight.

We created a unique collection of children's sculptures made of sugar. They were placed in the main train station of Madrid so that everyone could see this harsh reality and start a conversation to try to solve this massive problem.

With a budget of just €11,790, the campaign resulted in:

• More than 1,242 appearances in media
• 284M+ media impressions
• €7.2 million of earned media coverage
• Trending topic on Twitter
• A new law to reduce sugar consumption