In order to communicate the benefits of a weight loss programme, we established for Slim Fast the first ever cross-media reality branded show. The whole campaign was conceived to show, and thus prove, that weight loss was achievable for everyone, much like an invitation to engage the programme rather than an ordinary advertising approach. With real time on their side, as opposed to a fake “before and after” strategy, going on a diet was up for anyone. By following daily activities, sharing difficulties and showing benefits, achieving a healthier life turned out to be a less hard and lonely task.

Transporting a reality show to a printed medium is appropriate although unprecedented, but would not be so effective unless other media helped create a sense of community, that turned the whole initiative into something self-sustained, fuelled by word-of-mouth. A weblog allowing everyone to follow the day-by-day progress of the participants and share experiences, even food recipes, proved that right. More than simply communicating, the creative idea focused on an invitation to join the group.

The strategy could fail unless the product really worked well. Nothing could have been more convincing than the final results. Sales were boosted , but that would mean nothing if the participants, under the eyes of over four million magazine readers and 125,000 weblog visitors per week, hadn’t lost 15 kilograms.