From scales, to measuring tapes, to the sizes of their jeans, women are constantly defined by numbers. But are numbers inspiring? Special K wanted to give women a more powerful motivation. They partnered with body image experts from Northwestern University and commissioned a study that revealed that women who think positively about weight management are more likely to reach their weight loss goals.

In January of 2013 Special K released a spot that encouraged women to stop focusing on numbers and instead, think about everything they stand to gain.