Every March 4th, the world commemorates World Obesity Day, a day dedicated to raising awareness of obesity.

Most people understand that obesity is a serious health condition and recognise that it’s more than diet and exercise. However, we’re still exposed to a mass culture that continues to stigmatise those living with obesity and believes it’s the individual’s fault. Our goal was to change how the world sees, prevents, and treats obesity.

A digital-first campaign that started with a cinematic-style hero film to shed light on the complexities surrounding this chronic disease and the multiple factors that can impact a person’s weight. The social media campaign that followed used stills and cut-downs to create awareness among the general public. In just one month, the campaign generated over 115 million impressions in Canada and 56 million in Japan.