The campaign lasts for ten weeks and includes three separate elements.
The campaign will begin with a TV ad featuring American talk show host Oprah Winfrey. The ad will debut on Boxing Day (26 December) and gives an insight into Oprah's journey in embracing a healthy lifestyle.
The new programme includes a change to the Weight Watchers' points system, introducing 'SmartPoints' and 'Fitpoints' which aim to encourage people to adopt a holistic approach to healthy living. This will be supported by a 30" TV ad, coverage in national print and radio, digital and social activity and local marketing.
PR will play the biggest role in #womankind, which is based on research revealing that 82 per cent of British women would like to build a better relationship with themselves. Weight Watchers documented a range of female relationships across including couples, best friends and sisters, to look at the qualities we look for in our relationships.
The video will be played through social channels and supported by PR, which will be handled in-house with support from Shine Communications.
Chris Stirk, VP, marketing, commercial and healthcare at Weight Watchers UK, said: "This is truly a transformational moment for Weight Watchers. Not only are we completely evolving our approach to focus on food, fitness and wellbeing and launching a fantastic new initiative #womankind, we also have global icon, Oprah Winfrey, who has joined and invested in our company, to help empower our members to embrace a healthy lifestyle.
"This is a completely integrated piece that allows us to deliver exciting content that will get people talking and thinking about weight loss in a different way."
