AREA 23 and Hip Hop Public Health launch ‘Lil Sugar’, exposing the many hidden forms of sugar in food products – PharmaLive


– Voiced by iconic rapper and health advocate Darryl DMC McDaniels, “LIL SUGAR”

– Aims to educate families and children in the fight against childhood obesity and type 2 diabetes

NEW YORK, October 5, 2021 / PRNewswire / – AREA 23, an IPG Health company, launched the multiplatform campaign, Little Sugar,in collaboration with the new Yorkglobal non-profit organization based, Hip-hop public health (HHPH) to raise awareness of the sugars hidden in many of the foods we consume. A leader in health education and advocacy, Hip Hop Public Health is dedicated to the fusion of art, music and science to educate and empower young people on vital health topics, including obesity, stroke, hypertension and related conditions; and, more recently, COVID-19.

As recent data shows, the already alarming disparities in obesity rates among children aged two to 17 have increased since the start of the COVID-19 pandemic, possibly due to a combination of factors such as school closures, the cessation of organized youth sports and a limited number of extracurricular activities, associated with difficulties in accessing fresh and nutritious food and increased consumption of comfort foods containing excessive amounts of fat and sugar. As a result, the pandemic has accelerated childhood obesity, putting young people at a higher risk for type 2 diabetes and other health problems. “Little SugarAims to improve nutritional knowledge and shed light on the many sugars found in the foods we eat.

The campaign revolves around the character “Little Sugar”- a cunning lump of sugar and master of disguise whose main goal is to make sure no one recognizes who or what it really is or where they are hiding until it is too late. Little Sugar is introduced in an original song and animated hip-hop music video which includes Darryl “DMC” McDaniels by RUN DMC as the voice of Little Sugar. As a hip-hop legend, community advocate and health enthusiast, DMC uses hard-hitting raps and shameless swagger to reveal Lil sugar’s sinister strategy of sneaking your way through various foods that children and families eat.

“Health advocacy is a passion of mine and music is the ultimate form of expression when it comes to sharing important health information in our communities,” says Darryl DMC McDaniels. “I am honored to lend my voice to represent Little Sugar and hope we inspire young people around the world to make conscious decisions about nutrition and their well-being.

“We wanted to create a character like Little Sugar that would resonate with both parents and children and educate them about the harmful effects of excessive sugar consumption, ”said Tim hawkey, ZONE 23 CCO. “Working with a legend like DMC allows the campaign to reach key audiences, especially those in communities that have been economically / socially marginalized, and to do so in a fun and engaging way. “

In addition to the song and music video, the campaign includes a support site, a interactive application, and is the subject of an endearing and colorful companion children’s book, Lil sugar master Disguise, with a preface by Dr. Olajide Williams, Founder of Hip Hop Public Health, Associate Dean of Community Research and Engagement, and Full Professor of Neurology at Columbia university, and Chief of Staff of the Department of Neurology at the New York Presbyterian /Columbia university Irving Medical Center.

There are currently at least 150 different names for sugar in 74% of packaged products in the United States, and most people cannot tell them apart, making the need for education even more critical. Childhood obesity rates continue to rise and lead to an increased risk of serious illnesses such as type 2 diabetes, heart disease, chronic kidney disease (CKD) and COVID-19. Black and brown communities in particular face disproportionately higher rates of these diseases. These disparities exist for a variety of reasons including lack of access to healthy and affordable food (food deserts), myriad effects of systemic and historical racism, access to health care, lower levels of health literacy and other social determinants of health.

“Childhood obesity continues to be one of the most pressing health issues facing young people and COVID-19 has amplified it,” said Dr Williams. “The objective of Little Sugar is to give parents, children, educators and the general public the tools they need to be aware of and take action against the harmful consequences of excessive sugar consumption. We look forward to continuing this campaign and working with various partners to raise awareness Little Sugar. “

To learn more about “Little Sugar, “please visit

The collaborative team behind the creation and launch of Little Sugar understand AREA 23, an IPG healthcare company, Hip-hop public health, Zombie, Canja, Blurred vision entertainment, BizSys, Asteroid, Producers, Darryl DMC McDaniels, and Finnish partners.

About the public health of hip-hop

Hip-hop public health (HHPH) is an internationally renowned non-profit organization that creates and implements multimedia public health and education interventions designed to improve health literacy, inspire behavior change and promote health equity. Situated at New York City, HHPH was founded in Harlem in 2006 with a mission to empower young people and families around the world with the knowledge and skills to make healthier choices and reduce preventable health problems. Through a research-driven development framework created by Columbia university Neurologist Dr. Olajide Williams (aka the “Hip Hop Doc”) and the legendary Doug E. Fresh, Hip Hop Public Health works with socially conscious artists and public health experts to create scalable, highly engaging and culturally relevant multimedia and musical “edutainment” tools. All of HHPH’s music, videos, comics and guidance material are available free of charge and can be viewed on its online resource repository. Learn more about or follow social media at @hhporg

About IPG Santé

Home to FCB Health and McCann Health agencies, IPG Health Network is a global collective of the world’s most famous and awarded healthcare marketing agencies. We are more than 5,000 people on six continents, all singularly focused on accelerating progress in health for good and for all. With science, creativity, technology and data at the heart of our concerns, IPG Health makes science accessible, understandable and actionable. With over 45 branches, including over 18 specialist units, our integrated approach to a wide range of communication capabilities enables us to help our clients improve outcomes and quality of life for healthcare audiences across the board. world. IPG Health is part of the Interpublic Group of Companies (NYSE: IPG). Visit to learn more.

Sources:,to % 2019% 2Dyear% 2Dolds.

Woolford SJ, Sidell M, Li X et al. Changes in body mass index in children and adolescents during the COVID-19 pandemic. JAMA. Posted online August 27, 2021. doi: 10.1001 / jama.2021.15036

Rundle AG, Park Y, Herbstman JB, Kinsey EW, Wang YC. School closures linked to COVID-19 and risk of weight gain in children. Obesity (Silver Spring). 2020;28(6): 1008–1009

SOURCE Hip Hop Public Health

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