frank tadaro
Director at McCann Worldgroup
New York, United States
TitleLove Handles
Agency
Campaign Healthier America - Ad Council
Advertiser Ad Council
Brand Healthy America
Date of First Broadcast/Publication 2004 / 3
Business Sector Public Safety, Health & Hygiene
Tagline Take a small step to get healthy.
Story Ad's used physical objects to demonstrate the loss of 'love handles' etc.
Philosophy The creative focuses on how people can take small steps to lead healthier lives.
Problem Since 65% of American adults are overweight or obese, the Department of Health and Human Services wanted to create an advertising campaign that would inspire a behavioral change among this group.
Result Total Donated Media
The AdCouncil Anti-Obesity campaign ranked #2 in total donated media during Q2 and Q3 ’04.
The total media donated totals $72 million (March ’04 – Sept. ’04).
TV totaled $13.2 million
Radio totaled $44 million
Print totaled $157,200
Out-of-Home totaled $6.4 million
Web Banners totaled $2.5 million
Other Media totaled $5.7 million
Other highlights include:
The total media donated for the Anti-Obesity campaign doubled the AdCouncil annual average in less than 7 months.
The campaign received placements in key primetime programming as well as wide support by CNN, TNT and TBS.
Web Site (referenced in advertising)
729,489 Unique Visitors to www.SmallStep.gov
64,274 subscribers to online newsletter
13,982 user accounts created for Activity Tracker Tool
Average length of visit reached 12:58 minutes during November (avg. 7 minutes)
2,860 download requests for Parent Guide (posted in December ’04)

*** Please note that media figures for Q4 have not been finalized and therefore have not been included.
Media Type Television
Length
Market United States
Copywriter
Art Director
Editor
Creative Director
Agency Producer
Director

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