303 ‘MEASURES UP’ WITH NEW NATIONAL CAMPAIGN TO COMBAT OBESITY

303has launched a new campaign for the Australian Government Department of Health and Ageing – ‘Measure Up’. The campaign aims to reduce the risk factors contributing to chronic disease and reduce morbidity rates as well as limiting the incidence and prevalence of diseases in both men and women.

With alarming statistics showing that 1 in 2 Australians is overweight, 303 has developed a confronting TVC (60 seconds) to showcase how a young, fit, healthy man can over time and through inactivity slowly become an unfit, unhealthy older man.

The second TVC (30 seconds) illustrates some of the small, practical yet simple measures all Australians can adopt to shed the kilos and ultimately improve their lifestyle and overall well being.

Alan Taylor, the Managing Director of 303 Perth said, “The facts are quite disturbing. One in two of us are overweight and while when we’re young we don’t think much about the odd kilo or two, over time those kilos add up. Before you know it, you can be staring down the barrel of a chronic disease such as cancer, heart disease and type 2 diabetes.

Malcolm MacLean, from 303’s creative team said, “Through the Measure Up Campaign we wanted to show how easily people can take their health and fitness for granted and how much harder it can be to lose weight once it is on. Weight gain is an incredibly sensitive issue, and we knew that messages talking about overweight and obesity can be very quickly dismissed by the people they’re aimed at.

 “With more than half of Australian adults being overweight, our creative message needed to identify that we are talking to everyone who is more than just a few kilos overweight, and we needed to do it with empathy.”

The commercial takes viewers on a journey through time. An Australian “everyman” starts out as a fit twenty year old and as he walks along a tape measure, which indicates his waist measurement with every step forward gradually turning into an overweight forty year old.

The Measure Up campaign is part of the Australian Better Health Initiative (ABHI), a joint government initiative, supported by the Federal, State and Territory Governments.

The national campaign will be strongly supported by Press/Magazine placement, Radio, Outdoor, Digital, and also through Non-English Speaking Background (NESB) and Indigenous channels.

Credits

Client:                          Australian Government Department of Health & Ageing

Creative Director:       Lindsay Medalia

Creative Team:           Malcolm MacLean & Bryan Dennis

Strategy:                      Alan Taylor

Account Team:           Emily Woods & Jenna Hardie

Agency Producer:      Phoebe Dunn

Production Co:           Filmgraphics Productions

Director:                      Graeme Burfoot

Producer:                    Jude Lengel

Editor:                          Sue Schweikert

Post Production :       Fuel

Post Producer:           Celia Nichols

Post Supervisor :        Angus Wilson

Audio Production:      Brainestorm & Nylon

Music:                          Tim Count @ MDS