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Active Fat: ‘Digital Campaign of the Week’

Charity magazine ‘Third Sector’ has made the ‘Active Fat’ campaign their ‘Digital Campaign of the Week’.

The ‘Active Fat’ campaign was launched last week by Diabetes UK, the British Heart Foundation and Cancer Research UK. It urges people to measure their waistlines and make positive changes to their lifestyles if they are at risk.

The campaign centres on four animated videos, created and executed by digital agency Nonsense. These are being promoted across the internet by the Unruly agency to raise awareness of the health risks associated with carrying excess fat around the waist.

An interactive journey across all three charity websites

The videos, created by award-winning animator Adam Smith, depict a sinister active belly fat cell character who delights in wreaking havoc around the body. The videos take people on an interactive journey across all three charities’ websites and each website points to useful content on the other organisations’ sites. The three leading health charities also combined forces in promoting the animations across their Facebook and Twitter social networking web pages.

Recognition for hard work

"It's great to have been recognised by 'Third Sector' and reflects all the hard work we've put in to the campaign”, said Diabetes UK Digital Media Manager Amanda Neylon. "On the day of the launch last Tuesday the opening video was viewed almost 800 times and the Diabetes UK video was the most viewed of all of the three charity animations, with almost 300 viewings.”

Third Sector’s verdict: “The cartoons are as humorous and entertaining as they are informative. The evil Fat would motivate anyone to hit the gym.”

View the animations and take a lifestyle check 

The active fat animations are now available to view Visitors to the site can also take a lifestyle check, risk assessment, and get top tips on losing weight.

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