Obesity is considered to be one of the biggest health concerns of the 21st century. However, as the struggle against obesity continues, there is another problem that is often overlooked. According to the World Health Organization the single greatest threat to the world's public health is hunger and malnutrition. While millions are succumbing to the effects of being overweight, there are millions dying from being severely undernourished. 
This project was conceptualized to tackle both problems simultaneously. We aimed to go beyond charity and motivate those who needed to lose weight to help those who desperately needed to gain. Through this initiative, any attempt at shedding a few pounds generated funds to help the under-nourished. 
Blue Elephant // Kyoorius Awards 2014 // Direct Marketing & Activation
Bronze // Goafest Abbys 2014 // Direct Response (Digital)
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