12: HEALTHCARE (Devices)

The Zero Straw - Zero-sugar straw - Clemenceau Medical Center (CMC) JPG
The Zero Straw - Zero-sugar straw - Clemenceau Medical Center (CMC) MP4 1m:52s

The Zero Straw - Clemenceau Medical Center (CMC)
Zero-sugar straw

The Zero Straw - Clemenceau Medical Center (CMC) - Zero-sugar straw


Title of Entry: The Zero Straw
Brand: Clemenceau Medical Center (CMC)
Product/Service: Zero-sugar straw
Client: Clemenceau Medical Center (CMC)
Entrant Company: TBWA\RAAD
Creative Agency: TBWA\RAAD
Chief Creative Officer: Walid Kanaan
Art Director: Sarah Guessoum
Copywriter: Maian Alken
Sector: N/A
Production Company: IDEAL FIBERGLASS
Date of Release: 2019-11-02
Notes: 425 million people in the world have diabetes. Half a million of them live in Lebanon. Type 1
diabetics in particular lead a life on the lookout. Because they don’t produce insulin, they need to
watch their sugar intake religiously, as any sugar “overdose” can lead to dangerously high blood
sugar spikes. Since sugars in drinks are absorbed almost instantly, any mishap can result in
disastrous consequences, including blurred vision, loss of consciousness, and even coma. This is
challenging for type 1 diabetic Lebanese in particular because social activities - that naturally
involve beverages - are essential parts of their lives. That’s precisely the crux of the problem: The
beverages served at restaurants usually come in label-less cups; making it incredibly difficult for
diabetics to know which ones contain sugar. Relying on the judgement of busy waiters who’re
juggling countless orders means every drink comes with an immense health risk.

Partnering with the Clemenceau Medical Center in Beirut – a clinic with its own endocrinology
department that specializes in the treatment and management of diabetes – we invented and
introduced: The Zero Straw. An innovative self-test that’s able to alert type 1 diabetics of
potentially harmful sugars in their drinks – simply by changing color. Using technology developed
by the clinic, the paper straw’s material is infused with enzymes that turn a bright green once
dipped in a drink that contains glucose.

For a type 1 diabetic, prevention is be er than cure. But how does one create a solution aimed at
preventing sugar overdoses among type 1 diabetics when they are confronted with label-less
beverages at public places that could contain harmful sugars? The answer can’t and shouldn’t be
to always ask waiters or hosts. What if they aren’t sure? What if they’re wrong? What if they simply
don’t know? Especially since beverage safety regulations in restaurants are fairly lenient. What’s
more, choosing abstinence and se ling for water is not a life diabetics should be doomed to. The
solution had to be something innovative, user-friendly, and easily understood by everyone
regardless of background or educational level. Something that could act as a sugar radar. It would
be imperative to make it available everywhere, which would undoubtedly lead to greater awareness
on this often sidelined issue.

On completion of a successful prototype, the Zero Straw was given to diabetic patients at the
Clemenceau Medical Center. Upon witnessing the Straw’s color-changing ability first-hand, the
positive reaction from diabetic patients was overwhelming. The Straw was then packaged in
packs of ten and put on display at the Center’s pharmacy. It then made its way to other pharmacies
within the Clemenceau Medical Center network, as well as being distributed at a number of major
restaurants in Beirut. All for free. The Zero Straw also caught the eye of regional influencers who
are diabetic themselves, such as Dannish Walker Khan (@DWK200) and Christel Oerun
(@Diabetesstrong_IG), as well as Lebanese diabetes nutritionists, such as Ghida Arnaout
(@Monkyseemonkydo), who all shared their excitement about the product.

Within the first two weeks of the campaign, the Zero Straw was given to 3,687 patients at the
Clemenceau Medical Center. Additionally, in the first few weeks of the campaign launch,
conversation about the Zero Straw had reached over 2.1 million people (that’s four times the
number of diabetics in Lebanon), and online conversation increased by 500%.
Other Credits: Designers: Rijin Kunnath, Michael Logaring
Other Credits: Executive Creative Director: Bruno Bomediano
Other Credits: Strategy: Remie Abdo, Jessica Handley
Other Credits: Head of Digital: Emad Doughan
Other Credits: Motion Designer: Lucas Pimenta, Camilo Rojas
Other Credits: Production: Rouba Asmar, Nelly Chehwan
Other Credits: Account Director: Diana Georges
Other Credits: Product Designer: Basil Azizoghly - Ideal Fibreglass
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