Brief

Cancer Research UK approached us to help them raise awareness of the childhood obesity epidemic.

The publicity stunt was to highlight the fact that one in three children that start school at healthy weight will be overweight, or obese, by the time they leave primary education.

What we did

To bring attention to CRUK’s campaign, we devised and produced a PR stunt in the form of a mock shop-window display, ‘selling’ in demand extra-large school uniforms.

Transforming a disused store-front in East London, complete with subtle branding and slogans, we created and exhibited four oversize mannequins in tight school clothing to turn heads of passersby.

Highlights
  • Awareness to the childhood obesity issue was massively increased through first-hand experience of the display as well as the wider buzz created by the stunt
  • Huge press coverage across print and online media including articles in The Daily Mirror, The Daily Mail, ITV News, and Metro
  • A video was produced by CRUK to showcase the activity
1
converted shop-window
57000
children leaving primary school obese each year
4
XL mannequins
An obese mannequin in tight girls school uniform and pink headphones in a window display.
An article in the Daily Mirror including a photograph of a window display containing obese mannequins in tight school uniform
A lady passing by examines a window display containing obese mannequins in tight school uniforms.
A young boy in a checked shirt takes a photo of a window display containing obese mannequins in tight school uniforms.

Archive

0