Weight Watchers launches new ‘Plate of our Nation’ social movement and campaign via BMF
Australia’s largest and most successful weight-loss organisation has partnered with renowned chef, Pete Evans, to launch an ambitious, integrated campaign – Plate of our Nation via BMF. This national movement will investigate the root causes of Australia’s growing obesity problem in a bid to offer real solutions to get the nation healthy again.
Following an analytical research report that will give Australia a real insight into the deepening obesity crisis, the campaign aims to create debate on the nation’s attitudes to food, exercise and obesity through social media, the Plate of our Nation Facebook and Twitter page and The Plate of out Nation website.
The Plate of our Nation website is the centerpiece of the movement, providing a focalpoint for the nation to get behind the cause. Visitors will also be able to take a survey to see how they compare with the rest of the nation in terms of food knowledge and cooking skills. The website will include practical hints and tips; from shopping and cooking ideas, to recipes, together with experts from the fields of nutrition, exercise, psychology, obesity research and fashion providing advice, insight and action.
Plate of our Nation launches on Wednesday 10 October and is led by PR and social media, with the integrated campaign further bought to life through print and digital. QR codes have been placed on print collateral to take users to the Plate of our Nation mobile site.
Says Joseph Saad, Weight Watchers Australasia managing director, Joseph Saad: “As the leader in weight management we saw it as our duty to take a bold stand and help lead Australia to a healthier future. Put simply we created the Plate of our Nation movement to bring the obesity epidemic to the fore and the integrated campaign explains this in a simple and engaging way but most importantly, puts debate and the nation’s opinion at its core. Everyone can have their say because we truly believe that the public can collectively help us create positive solutions and changes among Australian families and homes.”
Says Pete Evans, chef: “As a nation, we’ve swapped fresh for fast, quality for convenience and our knowledge of food and cooking skills are in decline. Combine this with more demanding and stressful lifestyles and Australia is simply not giving food and mealtimes the respect they deserve. I am truly delighted to lead the Weight Watcher’s Plate of our Nation movement, to rally the nation and positively influence this issue and the growing obesity epidemic in this country.”
Client: Weight Watchers
Creative: BMF
Planning: Naked
Digital: Reactive
PR and Social Media: One Green Bean
Media: OMD
7 Comments
People will only lose weight if they want to.
Will this campaign make people want to lose weight? Perhaps a few of those who have half made the decision already, but the reasons people are fat, primarily low self esteem, aren’t going to be solved on a national scale by weight watchers or any other diet company. Let’s not forget the primary motivation of weight watchers is to make more money – if the problem is solved across the board they have no business. Which makes this campaign shamelessly hypocritical in spite of the best intentions of their marketing department and agencies.
Obesity can only be solved by real social change, which starts with the government.
…Plate Of Our Nation gets an ouchy thumbs up.
PS: Only in this day and age do you get agency names that sound like adjectives:
Planning: Naked
Digital: Reactive
Social Media: Chubby
(OK, I made that last one up.)
Yes, you’re absolutely right.
But solving obesity is not Weight Watcher’s brief. Their brief is to sell hope to people who don’t want to be fat.
If people really wanted to lose weight, they’d just eat less crap and drink water (from a tap), and start walking.
But where’s the money in that for WW?
Selling hope? I think you’re starting to believe too much of your own planning nonsense my friend. Perhaps take a trip out into the real world and see for yourself how ‘hope’ is making a difference to fat people all over the country. Or not.
I want to see Master Chef et al swapping butter, red meat and olive oil for low calorie, healthier options.
Red meat and olive oil are healthy…..
Well it obvious from the comments that the people commenting about Weight Watchers don’t actually know what the program is about. The program provides support, encourages people to support each other, helping to improve self esteem. It encourages fresh foods, it follows the Australian food pyramid for health. It encourages people to move more. Yes many people need to remain members for life if they want to continue to remain at healthy weight as it is very easy to return to bad lifestyle habits. The new Points system works. The old point system worked. But the new system again encourages you to make healthier choices.
Now if any of you had done any research on weight loss they would have discovered that people with obesity problems have a very high incidence of regaining weight. This is fact. WW offers people after reaching goal Lifetime Membership after 6 weeks – this means attending meetings and weighing in for free. You only need to re-join if you go 2 kg above goal weight. You can use on-line support for free and even just join join e-tools only if you need assistance again to lose weight.
Although no weight loss program is perfect – it certainly has been the best program I have used and the on-line community support is invaluable. I mentor now about 8 women in their journey in learning more about themselves, discovering their triggers for overeating and confessing when they have failed. It is all a learning curb – and yes it is for life – isn’t that what healthy lifestyles are?