Raising awareness against obesity

The Greek subsidiary company of a multinational medical products and pharmaceutical corporation, requested an informative campaign against obesity, targeted at the public, with the opportunity of the 2008 World Health Day against obesity. The main goal of the campaign was to inform people on the subject of obesity and motivate them to take action.

The customer :

A Greek subsidiary company of a multinational corporation active in the field of pharmaceuticals and medical products.

The goal :

World Health Days, through a consistent and inclusive communication procedure designed to positively influence the public, represent a unique opportunity to disseminate scientific knowledge and education for those personally or generally concerned.
The main goals of the campaign were:

• Public education relating to issues of obesity.
• Prevention
• Causes
• Health risk factors and consequences.
• Treatment
• Information concerning surgical procedures used in dealing with obesity.

The project :

Our team designed and executed a two-stage campaign in order to meet the demands of the scientific world as well as those of patients and the general public.

More specifically, during the first stage of the campaign an expert group meeting was organised, where doctors of related fields met to exchange ideas and discuss relevant approaches to obesity.

The second stage of the campaign included a nation-wide communication programme focusing on the creation and setting up of information kiosks in various cities that would provide information and diagnostic tools to the general population. Aided by an above the line campaign to publicise the event, the communication programme reached a wide audience and provided the public with valuable information

The information kiosks run at 5 different cities of the country, during 5 consecutive days, from morning to evening.

The kiosk information procedure plan included 3 basic stages:

• General information relating to obesity.
• Measurement of body fat and of individual BMI (body mass index) for those interested.
• Based on results of the measurements, custom information was provided concerning the healthy levels of fat. In addition, visitors then had the chance to learn about the surgical procedure preventing and dealing with obesity.

The results :

The company was enthusiastic with the positive responses of both genders in all 5 cities the event run. People queued in order to visit the kiosks, and more than one thousand measurements took place each day. Moreover, more than 7.500 leaflets were given to people interested and the 2008 World Health Day event attracted considerable media coverage.