The weight of change

Insight

Every New Year, weight loss becomes a national focus — but most resolutions rely on extreme diets and exercise regimes that are unsustainable and can lead to weight regain and a cycle of frustration. While motivation is high, trust in quick fixes is low, creating an opportunity to position a Juniper as a more credible, long-term approach to weight loss.

Idea + execution

We harnessed the optimism of the New Year by shifting the conversation from unrealistic resolutions to sustainable change. By sharing the collective weight loss of Juniper patients that year, this awareness campaign celebrated real progress at scale — showing Australians that meaningful, lasting results are possible with the right support. Tied together with a 'Make 2024 count' tag line inviting others to join the movement.

We brought this impact to life using real patient data translated into tangible, everyday comparisons. Across high-traffic OOH, transport placements, radio, and cinema TV, collective results were visualised through familiar reference points — from buses and cars to tennis balls during the Australian Open — making the scale of change feel real and culturally relevant.

Responsibilities

Concepted, pitched, and won the campaign idea, and oversaw creative direction and scripting for radio and cinema TV placements.

This was a really fun campaign to work on. Some early ideas of comparison items included sails of the Opera House, slices of avo toast, and tapioca pearls. Trying to calculate this math was a truly humbling experience.