Putting obesity on the nation's agenda

Publication of the Government’s National Obesity Strategy in 2006 highlighted the urgent need to tackle the country’s obesity crisis. The epidemic is placing obese residents at an increased risk of serious and life-threatening diseases, such as diabetes, stroke and cancer, and a nine-year reduction in life expectancy. Even a modest reduction of 5-10% of body weight leads to health benefits.

Roche Products Ltd, the maker of Xenical, the market leading anti-obesity drug, challenged H+K Strategies to create a communications programme to drive obese patients to seek weight management advice from their GP.

H+K Strategies worked with the independent think tank Dr Foster to undertake research to assess the true size of the problem. The ‘‘Weighing up the Burden of Obesity’ report featured the UK `Fat Map,’ alongside supporting guidance on tackling the obesity time bomb.

The launch of the report generated significant coverage highlighting obesity prevalence and regional hot spots across the UK, providing an opportunity to compare the situation in Britain, Scotland and Wales.

The campaign reached in excess of 100million people exposing the UK population to weight management messages. Coverage was achieved in national print media (17 pieces), national TV, 245 regional print media outlets and 154 live and pre-recorded radio interviews as well as extensive online articles.