Money
Hip Hop Public Health (HHPH) and Area 23
Lil Sugar — Master of Disguise
Excessive sugar intake is a nationwide problem. And black communities, especially children, have been hit hardest by decades of systemic racial inequality. The food deserts created by Redline’s discriminatory practices exacerbate the problem. Obesity, diabetes and rising mortality are perpetual injustices due to lack of access to healthy foods and nutritional literacy.
With over 150 different names for companies, it’s hard to resist sinister sugar. Hip-Hop Public Health’s powerful campaign reveals the true identity of this devious Master of Disguise, making it fun, engaging and entertaining.
A high-octane music video is a major driving force in this effort, featuring the legendary Run DMC as the voice of an animated villain and revealing how companies can try to fool kids (and their parents) with product labels. I’m here.
The video underpins a multi-channel campaign that is an epic blend of science and pop culture. Medical researchers have spent months compiling the hundreds of forms of sugar used in the food industry, classifying them, compiling data on each, and ranking them from the most toxic to the least harmful. The results of this scientific study were applied to all aspects of the campaign. And most importantly, it became the backbone of the app’s sugar card stats, defining which sugar won or lost in the sugar battle.
Cultural research was also applied from beginning to end of the campaign. Through music, games, storytelling, books, music videos and apps (all made pro bono), this grassroots movement is already providing valuable nutrition education to millions of school children.
Silver
Kindness to Muscular Dystrophy and Eversana Intouch
fighting muscular dystrophy
Duchenne muscular dystrophy affects 1 in 5,000 newborns, mostly boys. It is incurable and fatal, leaving you unable to walk, breathe or even laugh. Lack of research funding. Founded by the parents of Connor Curran, who was diagnosed at the age of 4, this non-profit harnesses the mighty beast inside children like him who are determined to fight the disease. The amount raised for the year has increased by 27%.
