How can you ensure a new obesity campaign shocks, rather than shames people into adopting healthy behaviours?


The challenge

Obesity is a significant risk factor for developing cancer. However, previous campaigns delivering this message were accused of fat shaming.


What we did

A quantitative survey where participants spoke rather than typed their responses, providing longer, richer responses that were analysed to detect emotions and predict behaviours.


The outcome

The insights better predicted how patients would respond to the new campaign and steered executional improvements to ensure it had the power to inspire positive behaviours.