This campaign for Eisai Pharmaceuticals encouraged those struggling with weight loss to focus on health rather than weight. By taking the My Healthy Promise and combining it with the weight-loss drug Beliviq, thousands of participants made a commitment to set realistic goals that lead to a healthier lifestyle.
The campaign included a “Liberate Your Closet” event that inspired people to give away clothes that no longer fit, helping them stay forward-focused in order to bring about positive change. The program leveraged national and local media, including a national TV integration with “The Wendy Williams Show,” a satellite media tour, and a range of celebrity-sponsored tweets.
