world obesity day proposal - amazon...

WORLD OBESITY DAY PROPOSAL

CellarDoor, 17 Berkeley Mews, Cheltenham, GL50 1DYwww.cellardoorcreative.co.uk

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1.0 VISION STATEMENT

As the ‘one of the last forms of socially accepted discrimination’, obesity is a subject garnering a lot of public attention and commentary. On one side, we embrace positive body activism, not conforming to a media driven and popular perception of aesthetic; where individuals are encouraged to embrace the shape and size they are – after all we are beautiful (no matter what they say). Concurrently there is truth that must be wrestled through acknowledgement of the impact obesity has on society as a whole, with a vast increase in obesity levels globally, which continues to grow annually.

Today, 1 in 8 UK adults have experienced suicidal thoughts over their body image according to research from the Mental Health Foundation. The foundation’s Chief Executive Mark Rowland subsequently called for an ‘increased diversity in the ranges of bodies shown’ in the media; a call that is slowly starting to be answered through body diverse campaigns from brands H&M, Heist and ASOS. This shift is vital on a societal level and a reaction to the increasing awareness around mental health, but has also caused fierce debate after size 24 model Tess Holliday graced the front cover of Cosmopolitan.

One issue relates to ‘obesity’s’ inherent relationship with words such as fat, chubby or even discrete phrases like wobbly or curvy. Obese is at the top end in how we define a persons weight (socially), however as with all sliding scales the shading around where one leaves chubby to become fat is grey to put it mildly.

It is in this dichotomy World Obesity Day must skilfully navigate the cultural subtext surrounding body positive activism, whilst also adopting a clear position encouraging healthy weight to reduce the increasing fiscal and human costs to avoid backlash from the active voices rallying the war cry around body shaming.

With a global reach the campaign must also reflect the climate of all participating nations, and not be centrally focused on Westernised views.

2.0 MARKET UNDERSTANDING

Obesity is, in the words of the World Health Organisation, preventable.

Yet worldwide obesity has nearly tripled since 1975, with 1.9 billion adults being classified as overweight in 2016 (of which 650 million were obese).

The UK was reported to be the most obese country in Western Europe, according to the Organisation for Economic Co-operation and Development. The report states obesity in the UK has increased by 92% since the 1990s, and estimates more than 50% of the UK will be obese by 2050.

The World Obesity Forum predicted that unless effective action is taken, the cost of treating ill health caused by obesity in the UK will rise to £23bn per year in 2025, illustrating the scale of the public health challenge and the need to raise awareness.

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3.0 EXEMPLAR PROJECTS;

Unlike most charities or ‘World Days’ - there is no definitive one size fits all solution to advocate during this day. The creative that will be developed during the project will need to reflect on social context whilst creating a clear narrative around the impact of obesity.

Learning from exemplar projects developed to solve similar problems allows us to create a structure that we propose adopting for the development of this campaign whilst showcasing the style of thinking we adopt and are drawn to.

1 - Removing the stigma

“When the Fun Stops, Stop” provides a ongoing campaign that strikes a balance between acknowledging gambling as a recreational outlet, whilst also defining a clear narrative around the addictive nature. The campaign creates a dialogue about additions without overlaying the stigma of ‘right or wrong’. Through this acceptance people affected are able to be open about their afflictions and change social perception.

2 - Positive enforcement

Through a belief that there ‘is no right way to get active’, This Girl Can provides the backdrop, narrative and support structure needed to get moving. Specifically aimed at women, the project challenges a mainstream perception of body ideals and creates a ‘safe’ space for women to get sweaty and inspire others to do the same. The ripples of this campaign are starting to be felt in the athletic market, with headline adverts being commissioned by Nike supporting women in sport and encouraging all to ‘Find your Greatness’.

3 - Lateral thinking

Meet Graham was a response to an increase in low impact crashes in Australia. To combat the rise ‘Project Graham’ redesigned the human body to survive a car accident as a reminder of how vulnerable our bodies really are. The project was created as a website that launched globally but seeded on a local level using a tour of museums and schools to generate the noise and buzz. The striking visuals and lateral thought process ensured it was a campaign that was hard to forget and incredibly shareable.

4 - Attention grabbing

Fearless Girl is a bronze sculpture installed in 2017 in anticipation of International Women’s Day showing a defiant girl facing down the infamous Wall Street Charging Bull. Installed with the plaque ‘Know the power of women in leadership. SHE makes a difference’ created worldwide headlines and acclaim. The clarity of its delivery created a message that was socially shareable and created lasting impact.

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1 - When the Fun Stops, Stop2 - This Girl Can3 - Meet Graham4 - Fearless Girl

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4.0 APPROACH

Our approach is to firstly gain full understanding of the global narrative, and how culturally each country is different and where the crossover is.

We propose researching deeper into the body-activism debate, to be able to confidently promote healthy achievable changes that positively affect life.

In addition we will look to explore the definition of ‘obesity’, with an aim to clarify the words usage and understanding socially.

An area of creative development is whether obesity can be identified as a form of addiction or disease, in the same way smoking, drinking or gambling has been categorised to create social campaign that provides support network without judgement.

Our programme of development falls into the following stages: • Research & Evaluation • Strategy • Create Development • Planning • Creative Delivery

• Communication Strategy • Media Buying and Seeding Content• Activation • Responding and Tracking

The outputs of our creative development should create a structure to bring the day to life, and create an ongoing dialogue:

Headline activation A single punctuating activity that gains headlines and creates awareness for the campaign on the day.

Social activation and engagement A creative campaign that builds from the themes of the headline activation, that encourages personal interaction and builds conversation socially (digitally).

Toolbox focused Being a global campaign, there is an need to build a suite of usable assets that can be distributed through all of the obesity organisations during the activation period.

The creative will need to reflect the cultural diversity of the audiences, and be sympathetic to the delivery cost when considering translations and language.

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5.0 PROPOSED TEAM

Working in collaboration between CellarDoor - responsible for delivering creative strategy and design, and COW PR - responsible for media and communications, we provide a specialist focus to all areas of the campaign.

5.1 KEY POINTS OF CONTACT

Duncan Parkes - Creative Director, CellarDoor

CellarDoor develop strategic solutions built on research and insight. With a constant evolving understanding of the social commentary of the day, designs are developed with the audience at the heart to ensure the right narratives are delivered in the most engaging way.

Working with Caffè Nero, CellarDoor have supported the brands development of social and instore strategy, building four pillars of communication to ensure a truly global reach, that reflects individual cultures whilst underpinning the business values.

Rachel Shaw - Senior Account Director, Cow PR

Cow PR have been shortlisted or won over 150 awards and produce some of the most creative campaigns in the industry. Working heavily within the charity sector the agency has a broad and varied experience creating and managing communication strategies for National and International campaigns, and ensuring the messages are picked up by the right people.

5.2 WHO THE TEAM HAVE WORKED WITH

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SEX IN A HOT TUB OR HAVING SEX

STANDING UP WILL PREVENT STI’S

AND PREGNANCY

The ONLY way to prevent pregnancy and the spread of STI’s,

including HIV is the use of a condom. Standing up will not help!

For the facts about sex, confidential advice on contraception and sexual

health as well as free condoms, please visit one of our NHS drop in clinics.

FALSE.

To find out about frequently asked questions, or to know more about what

we do please visit www.glos-care.nhs.uk/our-services/sexual-health

1 FA Blind European Championships ‘Trust your Senses’ campaign, using animal instincts as a visual metaphor for the players skills for branding and advertising of event across Europe

2 Gen Z ‘Myth buster’ student campaign promoting safe sex for the NHS, taken from real conversations with teenagers about sex and presenting back to the audience

3 Blue Cross campaign redefining how donations can be made - contactless payments made directly on the dogs coat

4 Stand Up to Cancer activation, where you can physically step into celebrities shoes

5 Music track for Cystic Fibrosis using celebrities breathing, edited into a song and seeded

6 British Blind Sport, getting children active by removing barriers and fears surrounding sport by turning movements into an adventure, ‘The Marvellous World of Jangles’

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6.0 TIMELINE

7.0 BUDGET ALLOCATION

Creating a budget without a creative execution or complete list of deliverables is a difficult task, therefore the figures within this budget are ball park costs only and reflective of:

• The need to create a globally accessible campaign • Media spend seeding the campaign appropriately to drive the dialogue • The technical requirements for translating content for all continents

Please note - we can work to most budget requirements and all costs, plans and timeline are subject to an initial kick off workshop and KPI of client.

Research, strategy, creative development and project planning £30-£40k

Activation, creative delivery and design of brand toolkit and digital assets (inc web portal) £40-£60k

Digital development / coding of digital platform £15-30k

Communication strategy and social engagement (globally) £20-£40k

Media buying, influencers and SEO (globally) £20k-£100k

JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR

Kick off meeting

CellarDoor

CowPR

Research and creative strategy

Concept development and planning

Comms strategy

Media seeding / influencers

Activation / media push

Delivery of creative assets -

toolkit and activation

Support of implementation across

territories

Key activation

WOD

Analysis

Ongoing comms and tracking

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5.0 NEXT STEPS

Research is central to our creative process and where we would like to start. Working with World Obesity Federation and it’s network of partners, we would like to create a gold standard of work that reflects the cultural subtext and the aspirations of the charity.

Relationships are also a vital ingredient and as such we propose a workshop meeting with key project members of CellarDoor, Cow PR and World Obesity Federation to honestly reflect on the hopes and aspirations of the project, budgets and strategy.

We would love to support you through this project and therefore if you have any questions surrounding the documentation provided please do not hesitate to email or call.

CellarDoor Studio

01242 517 324

Duncan Parkes, Creative Director

[email protected]

07728829248

Anabel Giessler, Account Manager

[email protected]

07305 059 874

Registered in England 7740121VAT Registration 122 0548 57

CellarDoor, 17 Berkeley Mews Cheltenham, Glos. GL50 1DY

studio telephone: 01242 517 324 [email protected]

world obesity day proposal - amazon...

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