More than 50% of the population in Massachusetts is overweight. The share of daily calorie intake from food eaten outside the home has risen to 32% and studies have found that less healthful menu items are underestimated by consumers by an average of 600 calories. We were engaged by the Department of Public health to launch a campaign to encourage adults to make healthier eating choices. Our objectives were to increase the understanding of the daily recommended caloric intake and of how many calories are in many unhealthful fast-food/restaurant menu items.
The strategy, messaging and creative direction were tested in focus groups and launched in cities with the highest obesity rates in the state of Massachusetts. These were: Boston, New Bedford/Fall River, Springfield and Brockton. The campaign includes a mix of transit, outdoor and collateral, which were executed in English, Spanish and Portuguese.
