Although an over consumption of sugar has been proven to lead to all sorts of health risks, sugary drinks and snacks are still prevalent in our diets today. It had me wondering how many people actually know how much sugar is too much? Although we may know the figures in our heads, do we know what that number looks like in the form of millilitres of fizzy drinks, or grams of chocolate?

Inspired by cigarette packaging, Don’t Sugarcoat It is a campaign that aims to highlight the dangers and the risks that are caused by the over consumption of sugar by stripping away all sense of branding, and leaving behind the thought provoking information in simple terms. The concept of the branding and the sales of chocolate bars being aimed towards children has been replaced with the use of simple language.

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