Limbs 4 Life launches ‘Toe Jam’ ahead of World Diabetes Day via TBWA Melbourne and Eleven
TBWA Melbourne, Eleven and Limbs 4 Life have launched ‘Toe Jam‘ – a fruit preserve for feet preservation ahead of World Diabetes Day.
While it might not be Australians’ usual breakfast order, an estimated 12 Aussies lose a limb every day, mostly feet and toes as a result of diabetes – up to 85% of which are avoidable with the right care.
Toe Jam is bringing this message to the breakfast table to highlight the importance of dedicating time to your tootsies and to help reduce the risk of amputation.
Masterchef winner and host of ‘My Market Kitchen’, Emma Dean, devised the Toe Jam recipe and lovingly crushed more than her fair share of the berries to boot.
Being one of the quirkier dishes she has created, Dean hopes the jam will give Aussies some food for thought.
Says Dean: “My grandmother lost sight due to diabetes, and my grandfather, a limb, so this is a cause close to my heart. I’ve loved working with Limbs 4 Life to turn one of my biggest passions – food, into something that will drive change. Aussies are known for their adventurous eating habits so I’m hoping they are up for a taste of Toe Jam to help raise awareness of this preventable issue.”
Says Melissa Noonan, CEO, Limbs 4 Life on the launch: “To grab Australians attention on the overlooked issue, we knew we had to create something different. And it doesn’t get more different than Toe Jam. I mean, who wouldn’t sit up and pay attention when someone said they had Toe Jam for brekkie? We hope Australia gets behind us spreading the message in such a toe-curling way with Toe Jam to help us raise awareness.”
Client: Care4Feet (Limbs4Life)
Creative Agency: TBWA Melbourne
Executive Creative Director: Paul Reardon
Creative Directors: Matt Stoddart. Ashwin Gopal
Creatives: Tim Woolford. Scott Canning
Senior Digital Planner: Harrison Steinhart
Account Director: Amelia van Veenendaal
Account Executive: Emily Watt
Director: Harrison Webster
Editor: Brian Patto
Producer: Stephanie Leddin
PR: Eleven
Group Account Director: Fiona Milliken
Account Manager: Jade Barringer
Senior Account Executive: Brenda Chan
Account Executive: Dani McComber
12 Comments
I’m sure you’re using artificial sweeteners, but the idea of creating what is traditionally an incredibly sugar heavy product to promote diabete related amputation awareness is a little confusing, no?
Killer pun though.
Where does one start?
The link is tenuous at best.
The idea is completely random, but not in a good way.
And jam is extremely high in fructose, which is one of the main causes of diabetes.
Just, wow.
That’s not only instantly ignorable, it’s also pointless, irrelevant and gross.
What has jam got to do with diabetes, apart from contributing to it?
A Masterchef contestant, who we never get to see, had grandparents with diabetes.
They never lost toes, but hey. Details.
So she’s… making… jam. With her… feet.
To direct Australians to a web page. Where they’ll find a recipe to make jam of their own.
So they can spread it on their toast, and then later tell all their friends that they had toe jam for breakfast.
So that their friends connect all the dots, and have a good hard think about how diabetes can make your toes fall off.
What. The. Fuck.
Gross. Straight up.
Rule number 1, don’t make your communication ugly to look at. Fail.
It’s just a stupid little idea. No need for the harsh criticism really, is there? Have all your projects turned out perfect?
No, you’re right. Not all projects have worked out as planned. In fact the majority of our work isn’t great. But we don’t PR the shit stuff within the industry.
CW: “I’ve found a pun that fits!”
AD: “Hahaha, nice. But wtf. We can’t do that.”
CW: “Pens down, mate. I’ve cracked it.”
AD: “But…doesn’t sugar CAUSE diabetes!?”
CW: “I said pens down.”
Ended up on the weird part of YouTube once this video ended. My eyes. My poor eyes.
Do this for every piece of work posted on this blog.
Please.
Genuine lol.