Our objective was to graphically and iconically represent the LOSE FOR GOOD CAMPAIGN – a promotion we came up with and developed for Weight Watchers – for every pound you lose Weight Watchers donates a pound of food to people around the world who need it.

By combing symbols with the words Lose (-) For (=) Good(+), we were able to tell a bigger more comprehensive story quickly. As well as have a modern fresh feel.

Lose For Good drove enrollments. We hit our million dollar goal. Across the nation and without prompting, members took it upon themselves to start their own food drives and donated over 1.5 million pounds of additional food to local food banks. Collectively, members lost over 4 million pounds during the 6 week period. High profile media outlets covered the promotion; CNBC, BusinessWeek, The New York Times, PR Week, Rachel Ray and more. Bloggers and social media outlets went wild with positive commentary. The campaign was embraced by Weight Watchers and will be implemented annually for years to come.