Weight Watchers launches new WW Black Program, a holistic program empowering women to be more sexually confident Weight Watchers (WW) launches new WW Black Program with the message: “love how you look, love how you feel, helping you love sex”. The WW Black program is a uniquely tailored three-month approach that was borne of a sobering truth: over half of Australian women prefer to have sex with the lights off, with a quarter avoiding sex altogether, due to body self-consciousness (Body Confidence Report 2016, commissioned by Weight Watchers).
Black is a continuation of Weight Watchers “Live Bigger” brand platform that was launched earlier this year with a new look, new campaign and new program. The integrated campaign developed by BMF aims to start a national conversation about body image, confidence and sexuality. It’s supported by a film featuring WW members speaking to their own stories of confidence and self love which provide the honest and real voices behind the campaign. The campaign live in Australia and New Zealand also includes a three month Program featuring content from Sexologist and Relationship expert Dr Nikki Goldstein, a website, digital media and a WW Black mood light which acts as a symbol to women to have the confidence to leave the lights on in the bedroom.
CREATIVE CREDITS:
Ad Agency: BMF, Sydney Australia
Executive Creative Director: Cam Blackley