'HHPH brings kids in through culture and dance, fusing hip-hop into health education.
'I admire the way they deal with health education for kids,' says Thiago Fernandes, creative director at Area23, the agency that created the campaign. With an app, book and rap video, HHPH hopes to curb childhood obesity and type 2 diabetes, heart disease, chronic kidney disease and Covid-19, especially in Black and brown communities, where rates of illnesses are disproportionately higher. 'Lil Sugar' is a sugar cube who hides in plain sight under the guise of hundreds of different ingredient names so adults and kids won't realize he's lurking in more places than expected.
Hip Hop Public Health (HHPH) did both in a campaign to educate kids about the countless names for sugar and steps to avoid it in excess.
Sometimes the easy way to learn something is to create a song or make a game of it.
