50 Million Pound Challenge

Diabetes, heart disease, hypertension, and other illnesses plague the Black community. In many instances these chronic conditions are directly related to obesity. During the COVID-19 pandemic, we’ve seen that the Black community is disproportionately affected by disease and subsequent treatment thereof. We are committed to doing work now that addresses these physical and social disparities and we are thankful to have done similar work in the past. Dr. Ian Smith founded the 50 Million Pound Challenge and we are proud to have created work that celebrated actual participants who committed themselves and, collectively, shed an enormous amount of weight. Here you see one campaign of three spots that quantified weight loss through inanimate objects. When people talk about losing weight, they often throw around numbers like 10, 20, or 50 pounds. Sounds like a lot but what does that actually feel like? To give people a true sense of the power of such accomplishments, we went all in to show them.