MyFitnessPal
The ‘Skinny’ Jab Debate
Date
October, 2024
Client
MyFitnessPal
Category
Commercial
The result
High-profile TV interviews, including Good Morning Britain
Reach
Regional BBC interviews, including BBC Scotland and BBC WM
Challenge
In 2024, the rise in demand for GLP-1 medications like Ozempic and Wegovy sparked widespread media debate around the so-called “skinny jabs.” With an increasing number of people turning to these weight loss injections, the conversation around their effectiveness and potential drawbacks gained significant attention.
Research-led story development
News generation and media sell-in
Media training and spokesperson preparation
Our Approach
In response, MyFitnessPal introduced a dedicated nutrition plan tailored for those using GLP-1s, aiming to offer a more holistic approach to weight management.
Working in partnership with the British Obesity Society, we backed our message with fresh, insightful data: 1 in 10 Brits would choose weight loss jabs over a controlled diet, and 35% of people fail to consider the role portion size plays in their weight. The message was clear: “Skinny jabs alone won’t solve the obesity crisis the UK faces.”
We enlisted Jane DeVille-Almond, President of the British Obesity Society, as our spokesperson to explain the app’s role in helping users maintain their weight after discontinuing GLP-1s. Through carefully arranged interviews, she highlighted how MyFitnessPal can empower people to manage their weight more sustainably.
