When it comes to attending Weight Watchers meetings, men and women are very different. Women love the mutual support and the opportunity to share experiences, whilst men prefer to keep things simple, with a quick in and out that lets them get on with their own schedule. Given that men only represent 4% of Weight Watchers’ business, it’s not surprising that most meetings tend to favour the female approach and this might be discouraging men from attending.
Weight Watchers therefore decided to pilot men only meetings and asked us to help with the promotion. Run by a male leader, the meetings would offer the same Weight Watchers programme, but focus on the issues that were of greatest concern to the men, such as sex appeal, looking good on holiday and health.
Our campaign took a deliberately different tone from the regular Weight Watchers materials. With a black and white palette and a central image of a solid man’s belt, we pointed to a notch on the belt and asked “Wouldn’t you prefer to be here?”
We created a simple leaflet which included a case study of a successful dieter, a poster and a postcard to help the meeting leader promote the meetings.
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