Sugar kids

1 in 3 children in Spain are overweight or obese. 9 to 10 parents of these obese kids don't realize their kids are suffering from it.

Each child in Spain consumes an average of 33.4kg of sugar per year, the equivalent to their own body weight, giving Spain the 2nd highest rate of child obesity in the UE.

Spanish Ministry of Consumer Affairs wanted to change this harsh reality by launching a new regulation to reduce its consumption. But there was a strong lobby against it, due to different economic and political interests. Therefore, the ministry knew they needed the people by their side, to get support to make this new regulation -a reality-.

Collecting data from medical research, we found a match from high sugar consumption rates among Spanish children and the percentile tables from the WHO. They eat their own body weight in sugar every year.

To visualize the size of this problem, we created a collection of life-size children's sculptures made with the exact amount of sugars they eat each year -33.4kg- and place it in one of the most crowd places in Spain.