Stay on Track

People living with morbid obesity (BMI over 40) represent a significant proportion of those eligible for the NHS winter vaccines (COVID-19 and flu) but have the lowest uptake, despite being at higher risk of complications. Yet existing campaigns failed to acknowledge and engage this audience. By working closely with Obesity UK, we disrupted highly stigmatised obesity narratives to build an authentic campaign that resonated. Coupling lived experience, smart data, influencer stories and genuine community partnership, we prompted a national conversation and directly engaged our audience.