We equipped fashion boutiques in selected areas with custom-made curtains for their dressing rooms. The open curtains showed a stylish young woman with a normal body-shape on the outside. When the costumer goes inside the dressing room and closes the curtain, the same woman, who is also printed on the inside of the curtain suddenly transforms into an overweight woman. The headline “Stop the Yo-Yo effect.“ encouraged the custumers to try out the Weight Watchers’ website and to learn more about the Weight Watchers weight-loss programme and the nearest Weight Watchers Meetings.

Weight Watchers’ Meeting leaders in the respective areas reported that the amount of younger women that were interested in weight loss had increased by up to 150%