#WOMANKIND. WEIGHT WATCHERS.
This multi-channel global movement encouraged and empowered women of all ages to build a stronger relationship with themselves through the power of their own kindness and positivity. In the first of a series of films, with the help of award-winning documentary director, Julie Moggan, we interviewed women across the country to discover the truth about relationships.
“I think this is one of the more clever, powerful creative pieces I have seen in a while. The impact of the halted stares when the question is turned to themselves is amazing. Bravo.” Weight Watchers Global CEO.
A holistic approach
#Womankind resonated with women everywhere and began a bold new direction into emotional storytelling for Weight Watchers, who had previously focused solely on weight loss, rather than the holistic picture.
Through cut downs and supporting #womankind content focused on wellbeing, food and fitness, a strong global message of holistic self-kindness was sent out through social media, with the help of existing WW advocates and healthy living influencers.
Chris Stirk, vice president of marketing, commercial and healthcare at Weight Watchers UK, said the new Womankind campaign came at a "transformational moment" for the brand.
"We know that to adopt a healthy lifestyle it is important to build a better relationship between body and mind and we really hope to inspire women of the UK to be kinder to themselves as a step in making a positive change," he said.
He added: "This is a completely integrated piece that allows us to deliver exciting content that will get people talking and thinking about weight loss in a different way."