The campaign’s unveiling coincided with the release of a report in the Journal of the American Medical Association showing that obesity is catching up with tobacco as a leading cause of preventable death.
The public awareness campaign, called ‘Healthy Lifestyles & Disease Prevention,’ has appeared on TV, print, radio, and outdoor. McCann-Erickson, along with the Ad Council, designed the spots on a pro bono basis. The ads, which depict people finding love handles, double chins, and unwanted body parts in public places and direct viewers to a website, www.smallstep.gov. The site features 100 tips for things to do to lose weight, such as taking the stairs instead of lifts and eating only half of a dessert.
Washington, DC PR agency GYMR is working on the campaign.
Kate Nicholas, p20