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TBWA Rolls Out Weight Loss Campaign for Healthy Ireland

TBWA\Dublin has created a new social campaign for the Department of Health’s Healthy Ireland initiative which encourages people to lose weight.

The campaign is targeted at 25 to 34-year-olds, with a focus on lower socioeconomic groups and is focussed on four pillars – sleep, stress, physical activity and nutrition and it is running across Instagram, Facebook, and TikTok.

Research shows that weight-gain is influenced by multiple factors including environment, access to healthy and affordable food, physical activity, genetic make- up, and lifestyle.

“The job of our campaign is to empower people towards healthier choices. It’s about letting them know – in an authentic way – that Healthy Ireland is there to guide them with expert advice that will help prevent the many health and mental issues that arise from not taking action,” says TBWA\Dublin creative lead, Adam Crane.

According to Crane, “authenticity informed every aspect of the campaign which mixes live action- shot by Bolt, TBWA\Dublin’s in-house production house-featuring streetcast performers and vivid, urban-styled animation which was developed by Spanish animation house, Naolito.

“This campaign, in many ways, is a world first as we, as a Department, work to change the narrative around overweight and obesity. It communicates to young people the risks and opportunities that this period of life can offer when it comes to prevention of overweight and obesity in the form of the four pillars of the Healthy Weight campaign. Eating healthily, keeping active, managing stress and sleeping well are all habits that can help us prevent weight gain as we move through this stage of life,” adds Deirdre Watters, Department of Health Head of Communications, Deirdre Watters.

“We feel privileged to work with Healthy Ireland on a campaign that looks to reframe the conversation around obesity. Throughout the process, we tested our work with the 24-35 year age group to ensure that the messaging and executions resonated with the audience in a relevant and authentic way. Our ongoing collaboration with consumers informed our understanding of how diet, sleep, stress and exercise all influence and contribute to obesity in Ireland,” says Paula Kelly, head of account management TBWA\Dublin.


Client: Healthy Ireland
Head of Communications, Deirdre Watters
Communications & Media Manager, Sinead O’Donnell
Agency: TBWA\Dublin
Client Services Director, Paula Kelly
Creative lead, Adam Crane
Copywriter, Niall McDonnell
Account Manager, Katie Corscadden
Strategy Planner, Anne Cotte
Social and content Manager, Amy Tumelty
Social and content exec, Saoirse Leaddy
Graphic designer, Chelsey Morris
Production Company: Bolt
Director: Matthieu Chardon
Agency Producer: Ana Baena Sanchez
Animation Studio: Naolito
Production Company: Bolt
Director: Matthieu Chardon
Producer: Megan Brady
Editor: Rupert Morris
Sound: Scimitar Sound
Research: Brian McIntyre, Orchard Research

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