# Body Fat Imprisonment Striking Companhia Athletica Campaign Against Obesity By Ayman | Published 2009-02-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/companhia-athletica-campaign References: [arabaquarius.blogspot](http://arabaquarius.blogspot.com/2009/02/companhia-athletica-shows-man-within.html) & [commercialmen.blogspot](http://commercialmen.blogspot.com/2009/02/companhia-athletica-vous-fait-maigrir.html) Companhia Athletica, São Paulo has collaborated with Brazilian advertising agency DM9 DDB on a set of captivating ads to [motivate obese people to lose weight](https://www.trendhunter.com/trends/reform-the-rules). The ads depict men with fit and athletic bodies imprisoned inside the body of an overtly fat person. The striking visual is coupled with a copy that says, “Give yourself a chance to get out of your body!” **Implications** - Obesity is one of the many issues that North America faces today. Aside from the [health issues](https://www.trendhunter.com/trends/weighttraining-equipment), many consumers are faced with insecurity due to images and stereotypes that ridicule individuals of a large stature. With health being an important factor in everyone's lives, it becomes all the more important for brands to be responsible in how they market their product so that the self-conscious don't feel left out. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 36% | Activity: 66% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Obesity Awareness:** This trend highlights the need for brands and marketers to address obesity and promote healthy lifestyles in their advertising campaigns. - **Body Positivity:** The increasing focus on body positivity calls for brands to embrace diversity and inclusivity in their messaging, challenging societal beauty standards. - **Motivational Advertising:** The use of visually striking ads that inspire and motivate individuals to make positive changes in their lives presents opportunities for disruptive innovation in the advertising industry. ### Industries Being Reshaped - **Fitness and Wellness:** This industry can leverage the trend of obesity awareness by offering innovative fitness solutions, personalized nutrition plans, and supportive communities for individuals looking to improve their health. - **Fashion and Apparel:** The body positivity trend opens up opportunities for fashion brands to diversify their size ranges, promote inclusive marketing, and challenge traditional beauty standards. - **Healthcare and Nutrition:** The importance of promoting healthy lifestyles calls for disruptive innovation in healthcare and nutrition industries, such as the development of innovative weight loss programs, nutrition tracking apps, and telehealth solutions. ## Related on Trend Hunter - [Redirected Movement Campaigns](https://www.trendhunter.com/trends/15minuteweightloss.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Weight Wellness Campaigns](https://www.trendhunter.com/trends/atkins-way.md) - [Fruit Waste Ink Posters](https://www.trendhunter.com/trends/fruit-waste-ink.md) - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Destigmatized Weight Health Campaigns](https://www.trendhunter.com/trends/modern-weight-management.md) - [Empowering Fitness Journey Campaigns](https://www.trendhunter.com/trends/reform-the-rules.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md)