April 28, 2016

Award-winning Campaign Create Awareness for Obesity in Delaware

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Want to hear something scary for the state of Delaware? Delaware is the third-most-obese state in the country, coming in behind only West Virginia and Mississippi, with 34.4 percent of its population overweight or obese. A comprehensive, systematic review of the evidence by the World Cancer Research Fund (WCRF) and American Institute for Cancer Research (AICR)—in the report entitled Food, Nutrition, Physical Activity, and the Prevention of Cancer: a Global Perspective—concluded that obesity is an established risk factor for several cancers.

ab+c went to work to create an obesity campaign aimed at overweight and obese Delawareans. It would be part of a larger cancer-screening campaign launched by the Delaware Office of Public Health. The goals were twofold. First, we wanted to increase awareness among Delawareans about the link between obesity and cancer. Second, we wanted to empower Delawareans to take control of their health and reduce their weight to ultimately reduce their risk of getting cancer.

We created a full-fledged campaign that included media, out-of-home advertising and TV spots. Our digital reports are showing that people are paying attention to the message. There have been over 20,000 page views on the Weight & Cancer page since January 2016, when the digital campaign was launched. The website offers a calculator to figure out BMI (body mass index) and tips on physical activity levels and nutrition, as well as information for scheduling a screening.

The cancer campaign created by ab+c’s behavior-change marketing team is also getting recognized with awards. The TV spots recently won an ADDY Award and will be featured in an upcoming edition of Marketing Healthcare Today for a recent Cancer Awareness Awards win.

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