Nurses will measure members of the public’s waistlines and journalists will be sent fresh fruit as part of the PR activity to promote the first Waist Watch Action awareness campaign.
The PR push is intended to encourage the public and healthcare professionals to fight the flab if their waist-size indicates their health is at risk.
The campaign is being co-ordinated by the National Obesity Forum and funded by pharma giant Roche, with PR handled by the healthcare and pharma division of PR giant Hill & Knowlton.
The agency is handling PR that includes both print and broadcast elements.
For one day during the week, which runs from 3-9 May, members of the public in the Trafford Centre in Manchester will be asked whether they want their waist measured. A stand will be set up and, tape-measures in hand, nurses will join This Morning’s Dr Chris Steele to dispense advice.
Apples and pears were due to be sent out this week to journalists, such as healthcare reporters, to raise awareness of the campaign.
A chart, designed to look like a tape measure and which specifies potentially problematic waistlines, has been drawn up to accompany the campaign.
Posters and leaflets have been produced that will be distributed to GP surgeries.
For more details contact Charlotte Vereker on 020 7413 3240.
Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk