Digital Campaign of the Week: Cancer Research UK, Diabetes UK and the British Heart Foundation

Three big-name charities join forces to fight the evil Fat in this series of scary virals

Fight the Fat
Fight the Fat

What is it?
The first cross-charity digital campaign to raise awareness of the health risks associated with carrying excess weight around the waist. Cancer Research UK, Diabetes UK and the British Heart Foundation have joined forces to release four animated viral videos to promote their Fight Fat campaign.
The videos take people on an interactive journey with Fat, a villainous character who delights in wreaking havoc on overweight people.

Why is it needed?
To raise awareness of health risks, according to the charities. A recent survey found 97 per cent of British people are unaware that excess weight generates harmful chemicals in the body that puts people at a greater risk of heart disease, cancer, and type 2 diabetes.

How is it being promoted?
Seeding agency Unruly is promoting the virals. The charities are also promoting them on Facebook, Twitter and YouTube.

How much did it cost?
Less than £30,000. The charities say they cut costs by working together.

Was an agency involved?
Creative agency Nonsense designed and executed the campaign. Award-winning animator Adam Smith created the character of Fat.

Third Sector’s verdict:
The cartoons are as humorous and entertaining as they are informative. The evil Fat would motivate anyone to hit the gym.


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