303 DRAWS THE LINE
303 has released a new statewide campaign urging West Australian adults to ‘draw the line’ on weight gain.
An initiative of the Heart Foundation, Cancer Council WA and Diabetes WA, with funding from the WA Department of Health, the Draw the Line campaign aims to prevent unhealthy weight gain among West Australian adults and is the first WA-developed campaign targeting weight.
The Heart Foundation’s Trevor Shilton said more than 54 
per cent of the WA adult population was now overweight or obese.
“From 1995 to 2008, the proportion of obese adults in Western Australia has almost doubled from one in 10 (10.1 per cent) to one in five people (19.5 per cent), and this upward trend shows no signs of slowing.”
303 managing director Alan Taylor said the campaign sits between the agency’s other health campaigns, the Australia Better Health Initiatives’ ‘Measure Up’ campaign and the locally based ‘Find 30’ and Go for 2&5’, and is the first stage in a long term strategy to address weight gain in WA.
“The campaign strategy introduces some new evolutions in social marketing communications strategy and features information not previously communicated in health campaigns such as portion size and fat and sugar content in meals.”
The campaign was created by Lindsay Medalia and Bryan Dennis and includes television, press, outdoor and a website.
20 Comments
OK it’s not great, but considering there are 5 clients and 5 logos on this campaign, it isn’t too bad an effort from 303.
How does the table one work? Right, so cafes are telling the fatties not to eat their fries.
Brilliant.
They should have ‘drawn the line’ at concept stage. Get it? See what I did there?
Here is what I did. I read the article and noticed that the campaign revolved around the use of the statement ‘draw the line’. I then thought to myself would it be funny if i used that particular line in the blog entry I made and voilå there you have it. I made the statement mine by saying ‘at concept stage’. It’s subtle but I thought to myself that this sort of opportunity doesn’t come along that often, so why not.
2.43PM – Pure genius, except you forgot to tell people to imagine your post as a monologue read by Stewie from Family Guy
I like it. Who’s the production company and director?
Hahaha I saw this on an adshel at the train station and thought it was an ad to stop soft drink spiking. whoops.
haha… 2.43, you have brightened what was going to be a very dull wednesday.
Brilliant.
2.43 you are pure creative genius, bravo.
Oh hang on 2.43 was me.
Well as I always say I am my harshest critic but this time this particular entry was flawless.
Posting ‘brilliant’ in reference to this incredibly average campaign makes it so obvious where you work. If you are going to blow your own trumpet, try playing something a little less recognisable
I saw this ad during the Biggest Looser an expected but nice media placement. When a friend heard the line “make this the most you will ever weigh” – they said – I hope my 176cm – 55kg next door neighbour doesn’t see this. Well it made me laugh…..
11.42.
Unless of course the word was used in an ironic sense.
ridiculous.
just cos its not a brilliantly creative execution this gets panned – the thinking behind it is fantastic – an insight that anyone can relate to.
a campaign doesn’t have to be all bells and whistles to work, this is simple and will hit home with a lot of people. isn’t that the point of advertising?
I agree 3:06. It’s a strong visual that will stick in punters’ minds. I can already see there’s going to be a line in front of my curry leftovers tonight… Damn, what a waste!
that’s right 3.06 let’s champion mediocrity. Let’s aim for good enough. Let’s try to do the 8th best ad this month in Perth…
8.06
See comment 6 on the Smoking Kills thread.
I posted the first ‘brilliant’, and it was in reference to 2.43’s use of the concept to showcase his/her/it’s own brilliance. Unfortunately I was travelling back in time at the time, so it appeared a little earlier in the day than I originally sent it.
btw mr grumpy pants (11.42), while i know people who do work at 303, i don’t work there m’self, i don’t play trumpet, and while it may be fun to do, i’m certainly not limber enough to blow my own.
pwned.
What were 303 thinking? Targeting the general public rather than advertising creatives? With the number of chubbsters working in our industry, this campaign missed a golden opportunity.
I couldn’t figure out the print ad in the STM… “Reduce your Potion Size”. Potion? Potion? I couldn’t get the nuance no matter how hard I tried. Oh…dear.. it’s just a typo.