Change4Life Sugar Campaign
Helping parents rethink sugar, one decision at a time
As part of my role as Creative Director at APS Group, I led a social-first film campaign for Public Health England in support of the Change4Life Sugar App.
The challenge was clear but sensitive: help parents better understand how much sugar their children were consuming — without resorting to fear tactics, guilt, or medical jargon. The work needed to be accessible, empathetic and genuinely useful, meeting parents where they already were: on social media.
We created a suite of short-form films designed specifically for social channels, each focused on everyday food and drink choices and the hidden sugar they can contain. Rather than lecturing, the films encouraged reflection, showing parents that small swaps and healthier alternatives can make a meaningful difference.
I was involved across the full process — from scripting and shaping the creative idea through to art direction and directing the films — ensuring a consistent tone that felt human, supportive and non-judgemental.
The campaign helped position the Change4Life Sugar App not as a warning tool, but as a practical, empowering resource for parents who want to make healthier decisions for their children, one step at a time.