Slimming World and the RSPH win PRCA DARE Award
A joint campaign by Slimming World and the Royal Society for Public Health (RSPH) aimed at raising awareness of upselling and its impact on the UK’s waistlines has scooped a prestigious PR award.
The ‘Size Matters’ campaign, which showed that upselling techniques used in coffee shops, petrol stations, fast food outlets, newsagents, restaurants, cinemas and pubs are fuelling the obesity epidemic by leading customers to consume thousands of additional calories, has won a PRCA DARE Award.
The awards recognise the achievements of PR and communications professionals across the UK, and Slimming World and the RSPH were awarded the North West prize in the Media Relations Campaign category. The judges described the campaign as ‘meticulously planned and executed’.
The Size Matters report revealed that consumers face an average of 106 verbal pushes towards unhealthy choices each year as they are asked whether they would like to upgrade to larger meals and drinks, add high calorie toppings or sides to their order or take advantage of special offers on unhealthy food and drink. As a result, the average person consumes an additional 330 calories each week – 17,000 per year – and over the course of the year that could result in an estimated weight gain of 5lbs (2.3kg).
We’re really proud of the work we’ve done with the RSPH to raise public awareness of upselling.
Last year the campaign featured on BBC Breakfast and BBC Radio 4’s Today programme and in newspapers from The Guardian to the Daily Telegraph. On social media, consumers were encouraged to say #justthisthanks when upsold to.
Slimming World Head of External Affairs Jenny Caven says: “We are delighted that the campaign has been recognised by the PRCA. We’re really proud of the work we’ve done with the RSPH to raise public awareness of upselling. Together we continue to campaign for better ways to support people to make healthier choices more easily and empower them to confidently say #justthisthanks.”
Slimming World was founded by Margaret Miles-Bramwell (OBE, FRSA) in 1969. There are now more than 18,000 groups held weekly across the UK and Republic of Ireland via a network of 4,000 community-based Slimming World Consultants, who receive specific training in the role of diet and physical activity in weight management, as well as sophisticated behaviour-change techniques.
Slimming World’s healthy eating plan, Food Optimising, is based on the science of satiety and energy density. Our phased activity programme, Body Magic, eases members into activity until it becomes an intrinsic part of their daily routine. The principles behind Slimming World’s philosophy are based on a deep understanding of the challenges faced by overweight people and a recognition that those who struggle with weight carry a double burden, the weight itself and a burden of guilt and shame about their weight. Slimming World’s programme integrates practical, up-to-date advice with a highly developed support system based on care and compassion, and Consultant training focuses on facilitating behaviour change in a warm and friendly group environment. Consultant training is delivered through the Slimming World Academy. Slimming World also invests in a comprehensive research programme to develop its support for long-term weight management. The group support provided by Slimming World is recognised as effective by the National Institute for Health and Clinical Excellence (NICE) and the NHS.
For more information about Slimming World’s approach visit www.slimmingworld.co.uk or call 0344 897 8000.
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