Leo Burnett, Special K & Tyra Banks Fight Fat Talk
As women strive to get back on track this New Year, Special K and Leo Burnett Chicago have partnered with world-renowned supermodel and actress Tyra Banks to help shift the weight management conversation to a more positive one. The campaign aims to banish on particularly damaging behaviour – Fat Talk.
Special K research has shown that positivity is important to weight management success but, unfortunately, 93 percent of women Fat Talk. Fat Talk is contagious – and it's weighing women down. Whether sparked by an unflattering photo or shopping for jeans, these negative comments women make about their own bodies and others are a destructive and significant barrier to weight-management success.
"I know firsthand how much criticizing your body negatively affects self-esteem, but as a role model, I try to maintain a positive attitude and healthy approach to managing my weight," says Banks. "That's why I'm excited to partner with Special K to help empower women to not only feel confident about their bodies, but also to remove those negative thoughts and show them how to employ tips and tricks to make their least liked physical attributes look better."
As a partner to women along their weight management journey, Special K offers many delicious, guilt-free products, including snack and breakfast options that provide protein and fiber. Women can also visit www.FightFatTalk.com to help SHHHHut down Fat Talk (#FightFatTalk).
Fat Talk is so embedded in everyday conversations that it has become a barrier to managing weight. According to a recent survey, nearly half of women say that they engage in Fat Talk because they feel it's better to criticize themselves before others do so. Interestingly, 63% of women surveyed said when they notice themselves or their friends engaging in Fat Talk, they don't try to stop or change the conversation – and 62% of women say they feel compelled to engage in Fat Talk about themselves when they hear other women doing so.
Agency: Leo Burnett
ECD/EVP: Mylene Pollock
Art Director/ ACD: Pippa White
Writer/ ACD: Kitty Schulz
Agency producer: Alethya LuiselliVP,
Account Directors: Jason Kim, Stephanie Vaky
Account Supervisors: Colleen Vail, Richard Henderson
Editorial: Whitehouse Chicago
Editor Glorily Velez
Audio: Katy Mindelman, Particle, Chicago
Post Production: The Mill, Chicago
Production Company: O Positive
Director: Peyton Wilson
EP: Ralph Laucella
Line Producer: Carol Haak
DP: Jac Fitzgerald