As women are typically bombarded with TV weight loss messages around the New Year's resolution period, our idea was to reach women in targeted locations where they are conscious of their weight and appearance and therefore are most receptive to our message. OOH contacts in dressing rooms, health clubs, doctor's offices, hair/nail salons and bridal salons were used to communicate the message. To further strengthen the communication, the media plan drove the creative with Kellogg tailoring the message to each location.