What's your 'why'?

Background

Each year, millions of women set weight-related New Year’s resolutions that are often vague, unrealistic, or unsustainable — leading to early burnout, shame, and a repeated cycle of failure.

This New Year's campaign targeted Australian women aged 35–65 who had struggled with weight loss resolutions year after year, repositioning January as a moment for sustainable change rather than quick fixes.

By tapping into the mid-January news cycle — when motivation typically dips — the work challenged traditional New Year’s resolution culture and reframed long-term health support from Juniper as a more realistic path toward sustainable change.

Insight

Australia's most common New Year's resolutions are: exercise more (45%), eat healthier (40%), lose weight (41%), and spend more time with friends and family (34%).

In 2022, The Economic Times reported that an unclear purpose or 'why' was among the top 6 reasons New Year's resolutions fail.

Idea

Ahead of the new year, we invited women who’ve set weight loss New Year’s resolutions to consider their real motivations — moving beyond surface goals like 'lose weight' to the deeper 'why', such as improved confidence or health.

By tapping into the point when many resolutions are abandoned, we sought to reframe the conversation away from unrealistic goals and toward building lasting self-confidence with Juniper.

Execution

We generated real responses from Juniper patient UGC content and surveys, taking the most common themes and displaying them across OOH billboards and street furniture in high-traffic locations around Sydney and Melbourne. We amplified the content across performance channels, landing pages, and earned media.

Responsibilities

• Concepted, pitched, and won the creative idea

• Designed and shipped a Typeform survey to over 5,000 Juniper patients encouraging them to submit their 'why', alongside a Vouch campaign to source UGC content

• Copywriting and creative direction across all creative

• Landing page copywriting and wireframes

Results

We saw a significant uptake in new patients taking the Juniper eligibility quiz throughout December - February, with the campaign being discussed widely in the Juniper Facebook community as inspiration for patients to focus on what matters most to them throughout their weight loss journeys.

The campaign resonated so thoughtfully with patients that it was integrated throughout other key touch points in the patient journey, including lifecycle flows and in-app UX, and was localised for Juniper's international markets (UK, Germany, and Japan).