With 52 percent of Americans diabetic or pre-diabetic, obesity rates continue to increase and mortality rates predict that children will not outlive their parents. To bring awareness to misperceptions of foods generally considered “healthy” (e.g., whole wheat bagels, oatmeal and bananas) Atkins unveiled the “The Hidden Effect of Sugar” campaign. MWW created a custom virtual reality educational game dubbed “Sugar Goggles” (a first in the health nutrition arena) and partnered with HealthCorps to teach kids in high schools how to make healthier food choices. In addition, we engaged with Eat This Not That to offer custom content resulting in the campaign reaching more than one million people in its first year.