MetLife - FATBOARD

Step 1: MetLife will identify 20 schools across the emirates. British, Emirati, Subcontinent, Filipino, Arab Expat. We’ll choose kids in the age group most prone to weight gain and conduct a free weight-height assessment. This is useful info for their parents and a value-add to the school. All we need is for a medical association to give us an ideal weight chart and we count the excess kilos of every student. Step 2: Put up a huge inflatable billboard on Sheikh Zayed Road. MY KID IS NOT FAT At the base, there’s a digital counter: KIDS IN THE UAE ARE OVERWEIGHT BY: XXXX KGS Stay healthy. MetLife logo. MetLife.ae/parentswakeup We enter the data over 7 days, and simultaneously the billboard starts filling up. We post the ‘weight gain’ updates on social media. Step 3: As the billboard inflates, the portion behind the word ‘NOT’ remains flat. By the time the kilos stack up, the message changes to: MY KID IS FAT Step 4: We get local and international media to cover this transformation and a senior MetLife director talks about how the company wanted to bring attention to an issue that parents are ignoring. “Parents are keen to give their kids the latest gadgets but protecting them from lifestyle diseases is a more important issue. The first step is to get a BMI test done and on the doctor’s recommendation, choose a serious plan of action.” The conversation on social media can continue with the #Fatboard or #MetLifeBillboard or #ObesityBillboard We can also use the time-lapse footage to create animated banners and GIFs.