Lean Cuisine's #WeighThis campaign prompted women to think about their worth in completely non-physical terms.
Rather than using a scale to tell them how much they weighed, the brand used its symbolism to show what's really important. To do this, it had artists put the achievements of women onto a scale in writing, which each participant was invited to hang on a wall in Grand Central Station. Each achievement came in response to the women being asked what they wanted to be weighed by. This resulted in a diverse range of answers, which mostly surrounded their careers and their dedication to their families.
With its #WeighThis campaign, Lean Cuisine reminded its consumers that's there's much more to them than the number that they see on the scale. When all of the achievements were placed together, they generated a powerful impact for the women involved, as well as those who witnessed the installation.
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