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AMERICAN DIABETES ASSOCIATION

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Sugar-free cotton candy a sweet way to learn about diabetes

American Diabetes

The American Diabetes Association wanted to attract more visitors to its Minnesota State Fair booth. But let’s face it: learning about a disease on a hot August day isn’t as much fun as mini-donuts and teddy bears. Plus, a charitable organization can’t be spending dollars on advertising that should instead be invested in finding a cure.

So we took a State Fair staple, cotton candy, and created a tongue-in-cheek approach to getting people’s attention. Since regular cotton candy is made of only two ingredients, “sugar and the rolled-up paper stick,” we made our version sugar-free and invited people to stop by the booth for free samples.

When the paper stick was unrolled, it contained information about diabetes. News media from around the country ate up the idea of getting “a treat that won’t fill you up, but will fill you in.”

Yes, the people who swarmed around the State Fair booth knew their free treat was only a piece of paper. But they liked being in on the fun, and the organization liked getting that valuable exposure for free.

FUN EDUCATIONAL CAMPAIGN FILLS HOLES DURING STREET CONSTRUCTION