'1 Every 6 Seconds'

Saatchi & Saatchi Sri Lanka spreads the shocking truth about diabetes.

Colombo - The overconsumption of sugar is fast becoming one of the world’s biggest problems, threatening millions of lives as one of the primary causes of diabetes. But does the public really understand how serious the threat is? Here’s a fact that may put things in perspective: diabetes kills the same number of people as tobacco does.

The World Health Organisation puts the number of global tobacco-related deaths in 2013 at one every six seconds, and the International Diabetes Federation’s Diabetes Atlas quotes the same number for diabetes-related deaths in 2013 (approximately 5.1 million people). The figures are undeniable.

This year, the Diabetes Association of Sri Lanka (DASL) in collaboration with Saatchi & Saatchi Sri Lanka focused on this alarming reality. The 1 Every 6 Seconds campaign was unveiled across a number of media platforms on World Diabetes Day (November 14th) using a “sugarette” (cigarette made out of sugar) as a visual double entendre to symbolise the campaign.

This clever representation of the problem not only turned heads in national press, but drew the likes of expert industry and medical professionals from around the world because of its universal simplicity. Naturally, the campaign made its way to social media too, and was shared across multiple networks as a message of awareness using the hashtag #1every6seconds.

Dr. Mahen Wijesuriya, Secretary of DASL and Honorary Director of the National Diabetes Centre was also interviewed about the campaign on national TV several times where he urged the public to react to the diabetes threat the same way we react to tobacco.

“Diabetes is an insidious disease that’s becoming a very serious issue here,” said Dr. Wijesuriya. “The prevalence of diabetes in Sri Lanka is 10.3%, that’s 2.1 million people suffering from the disease. Every day, around the country, 100 people die of diabetes-related illnesses.”

Realising the need to support the momentum of the campaign, local councils also pledged their support by using public signboards to paste large posters of the “sugarette” around prominent locations in Sri Lanka’s capital.

“Tobacco is always the one that gets the attention,” explains Carlos Anuncibay, ECD at Saatchi & Saatchi Sri Lanka. “What’s frightening is that diabetes is just as harmful and addictive, and we are completely oblivious to this. There is no cure for diabetes, you can only prevent it or control it. That is why we are pushing for awareness on all platforms.”

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…