Stop pretending.

The stats are shocking. Childhood obesity is a huge health problem, and it’s not going away. Political correctness and fear of damaging children’s self-esteem, combined with powerful marketing from fast food and snack manufacturers makes this a tough battle to fight. When our client, the MetroWest Healthcare Foundation, retained us to develop the public awareness campaign, they told us they were ready to be bold. We took their word for it.

The strategy called for clearly positioning this as a critical health issue, not an optional/trendy/esthetic/fashion/one. Because of the urgency and the failure of other initiatives, we chose to be very direct.

Strategy, concept, media planning and buying, art direction, casting supervision, design, script and copywriting by Inside Out Communications, Inc.