# Digital Weight Gain for Obesity Awareness ‘Measure Up' by Australian Government By Ayman | Published 2008-11-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/obesity-measure-up-weight-gain-australian-government References: [coloribus](http://www.coloribus.com/paedia/reels/2008/11/18/514340/) & [australia.gov.au](http://australia.gov.au/measureup) The [Australian Department of Health](https://www.trendhunter.com/trends/csiro-hope) is starting an initiative, “Measure Up”, to raise awareness of the danger of weight gains and its effect on personal health and family relationships. Created by 303 Perth and directed by Graeme Burfoot, the idea of the [60 seconds video spots](https://www.trendhunter.com/trends/above-the-bias) is to explain that people should be careful about [continuous weight gains](https://www.trendhunter.com/trends/sustainable-weight-loss-solution) rather than ignoring it until it becomes a BIG problem. VFX Supervisor Angus Wilson explains, “Graeme wanted the overall change in the main character to be so subtle and gradual that by the end of the spot the audience would be shocked by how unhealthy he had become.” That fluid change was achieved by filming a number of men with different body shapes, then morphing and blending them into one character. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 23% | Activity: 84% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Obesity Awareness:** Opportunity for innovative solutions to raise awareness about the dangers of weight gain and promote healthier lifestyles. - **Personal Health:** Opportunity to develop technologies and services that help individuals monitor and manage their weight effectively. - **Family Relationships:** Opportunity to create products and services that support healthy habits and encourage positive interactions within families. ### Industries Being Reshaped - **Health and Wellness:** Potential for disruptive innovations in the health and wellness industry that address obesity and promote healthy lifestyles. - **Fitness and Wearable Technology:** Opportunity to develop wearable devices and fitness technologies that empower individuals to track and manage their weight effectively. - **Advertising and Marketing:** Opportunity to create impactful campaigns and messages that increase awareness about the dangers of weight gain and promote healthier habits. ## Related on Trend Hunter - [Destigmatized Weight Health Campaigns](https://www.trendhunter.com/trends/modern-weight-management.md) - [Awareness-Boosting Animal Balloons](https://www.trendhunter.com/trends/animal-balloon.md) - [AI-Powered Weight Loss Assistants](https://www.trendhunter.com/trends/csiro-hope.md) - [English Weight Loss-Rewarding Programs](https://www.trendhunter.com/trends/headup.md) - [Weight Wellness Campaigns](https://www.trendhunter.com/trends/atkins-way.md) - [Empowering Shake Campaigns](https://www.trendhunter.com/trends/oomph-for-your-boomph.md) - [Weight Wellness Body Scanners](https://www.trendhunter.com/trends/bodd.md) - [Virtual Weight Loss Services](https://www.trendhunter.com/trends/virtual-weight-loss-service.md) - [Obesity-Tackling Government Apps](https://www.trendhunter.com/trends/government-app.md)