The Story  

Few people know it, but the more you weigh, the greater your risk of getting cancer. And Delaware has one of the highest obesity rates in the entire country. So the Delaware Division of Public Health asked AB&C to create a campaign that would help build awareness of this dangerous link—and encourage people to take action.

The Strategy  

Through our research, we learned that obesity targets everyone, but it’s more likely to affect the less wealthy and less educated. So our message needed to be simple and clear, and easily translatable into several languages. With our highly visual campaign rooted in simple icons, we were able to overcome language barriers and make the connection between healthy weight and cancer risks. We then drove people to a website where they could use an interactive body-mass index to determine their risk, get healthy tips and even schedule free cancer screenings.

The Success  

Shortly after the campaign launch, visits to the site were way up. As predicted, user interactions with the BMI calculator and online views of the video served as the primary engagement devices. This campaign is still in its infancy but has already garnered a tremendous amount of attention, as well as several MarCom and Addy awards.

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TV spot
TV spot
TV spot
TV spot