Sunway Healthcare Group approached us to drive diabetes awareness among Gen Z, a group that does not see the issue as relevant. To bridge this gap, we made sugar consumption visible and relatable through real student diets and expert reactions, turning a distant health topic into something immediate, engaging, and shareable.
Gen Z lives on social media, but more importantly, they engage with what feels real to them. The challenge was not awareness, it was relevance. Diabetes felt distant, so we reframed it through everyday habits they already recognise. By making sugar consumption visible and tying it to familiar foods, we shifted the conversation from something abstract to something personal, bringing the message back to what matters, making health human and immediate.
Naturally, social media would be the best channel as it’s one of the only few 2-way communication marketing channels out there. So we thought… how do we make people want to follow an oil brand? And then it clicked, it’s never just an oil brand – it’s a lifestyle brand that’s present in all Malaysian Kitchens. With a rich heritage and familiar face, we touched on the heart of Malaysians and went back to the core of the campaign. To be human.
See What We Achieved
Before
After with us
Working with Paperballad was a genuinely refreshing experience. They took a topic that can feel distant and made it relatable, engaging, and easy for a younger audience to connect with. Their team really understood how to bring our message to life in a way that felt human, and we saw a meaningful shift in how people responded to diabetes awareness because of it.
