Dairy Farmers of Canada introduce healthy weight campaign
The Montreal-based Dairy Farmers of Canada has begun a new initiative called the "Healthy Weight Program." The effort is based on a website located at <http://www.yourhealthyweight.ca>, which is intended to be an online community for women interested in healthier living. The site will be supported with television, radio, print and direct advertising, as well as public relations. "When we set out to design the Healthy Weight Program we listened carefully to Canadian women who told us quite candidly they were tired of being told how to eat by advertisers," said Nathalie Savoie, assistant director of national nutrition programs for the organization. "They told us they wanted ads that didn't talk down to them, they wanted to communicate with each other and with experts, and above all, they wanted us to understand that weight is a very emotional issue." Allard Johnson Communications developed the strategy and the print, online and radio creative. Harbinger Communications handled the television materials. Fjord Interactive constructed the website. Trillium Corporate Communications and Enzyme Communications Marketing are handling public and media relations. Consumer Impact Marketing conducted the direct marketing campaign.