Good work - doing good
Lord SugarFree
To raise awareness for diabetes around World Diabetes Day. We decided to attempt to turn Lord Sugar into Lord SugarFree (well, his twitter name at least).
We created a parody Twitter account of Lord Sugar (Lord SugarFree) and started a social media campaign doing two things; to tweet healthy advice about the benefits of going sugar free from the voice of Lord Sugar-Free, and to urge our engaged audience to join a change.org online petition to put pressure on big Alan to change his twitter name for World Diabetes Day.
We also created a website containing sugar-free recipes from Davina McCall, links to Jamie Oliver's Sugar Rush TV series and the Sugar Smart App.
The Twitter account engaged over 1000 Twitter users and grew organically as it developed a group of loyal Twitter fans who latched on to the idea.
Has he done it yet? Not yet. But we have raised a few eyebrows and gained a pretty staunch following trying so far.
Agency: Havas Lynx, Manchester.