PRWeek UK Awards 2015: Planning, Strategy and Evaluation Campaign of the Year

Fishburn won the award sponsored by OnePoll, for its work in helping AB Sugar rebalance the debate and correct the myth that sugar is the primary cause of obesity.

PRWeek UK Awards 2015: Planning, Strategy and Evaluation Campaign of the Year

Fishburn’s campaign ‘Making sense of sugar’ required regular polling and focus group research to find out how much people really knew about sugar and healthy diets. Scientific tests were carried out to identify the consumer demographic most in need of unbiased information – mums of children under 12.

Through video, web quizzes and social media, the campaign has achieved its outcomes: 1.5 million more adults believe sugar can be part of a healthy balanced diet – now totalling 40 per cent of the population. In addition, 2.5 million more adults now understand there is no such thing as ‘good’ or ‘bad’ sugar and only one in ten believe sugar is the lead cause of obesity.

In terms of media coverage, over the course of the campaign there was a reduction in negative coverage from 26 per cent to nine per cent in trade media and 81 per cent to 50 per cent in consumer media.

Scientific, measured, full of insight and properly planned. Strong results also make this stand out

Patrick Southwell, Berkeley PR

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