Project Story 
Obesity Action Scotland is a Scottish-Government backed organisation. The Glasgow based public body promotes healthier eating and better lifestyle habits. Their team wanted to produce and launch a campaign that could appeal to a wide range of people, work across mediums and also support their research.

Having studied the OAS’s report findings in depth and benchmarked other health campaigns, we made a bold decision with the client to avoid communications based on stigma or fear. Together we decided to move towards creating something that was lighter, more humorous and memorable. ‘The Organg’ campaign featured a gang of over-worked human organs living in the body of an unhealthy person. Each had their own personalities – Bonnie Brain, Hamish Heart, joined by nasty characters such as Devlin Diabetes, etc.

Despite the humour, the campaign storyline did raise a serious point about the dangers of carrying extra weight and its effects on the human body – obviously to heart and lungs, etc but unexpectedly also on organs such as the brain and even eyes. A range of campaign materials were created for the organisation including a ‘Top-Trumps’ inspired infographic.

The results were incredible with the campaign helping the organisation to get their point across very effectively whilst reporting to parliament. The wider creative storyline has played a massive role in helping the organisation communicate what they do to the wider public with the overall creative theme being used across all digital and print communications.

Testimonial
“Obesity Action Scotland worked with THE LOFT to develop a series of graphics aimed to deliver health messages. The whole process from presenting wide range of ideas to choose from, to narrowing down the concepts, to fine tuning the final product, was easy and enjoyable. the team was very professional, approachable and easy going with plenty of initiative. Working with THE LOFT team was a pleasure, thank you!”

Dr Anna Strachan, Policy Officer of Obesity Action Scotland