Don't weigh in on my weight

Insight

Research commissioned by Juniper found that 57% of women open to medical weight loss don't start due to fear of judgement, while 47% feel personally affected by societal attitudes toward weight.

Idea + execution

After the Juniper UK team saw massive success from a simple Meta static ad with the headline 'Don't weigh in on my weight', we decided to test the messaging for the AU market.

We shipped the same static locally, graduated it into video creative, and amplified the angle with a radio spot during the Kyle and Jackie O Show on ARN Media’s KIIS Network, plus OOH placements including bus panels, digital street furniture, and billboards in Melbourne and Sydney CBDs.

Our message was clear: Women's bodies are not your business. And unless you've walked in their shoes, you don't get to judge if or how they choose to lose weight.

Responsibilities: I did not work on the OOH but scripted and directed the radio spot and developed many Meta ads as part of the wider campaign.

Results

The campaign drew a wave of engagement, with women sharing personal stories and messages of support, and earned coverage on Campaign Brief.