We launched The Real Picture, a campaign that challenged stereotypes by giving a voice to the real stories behind childhood obesity. By revealing hidden struggles through a wide range of ad scenarios, we sparked public debate, reduced stigma, and drove thousands of people to participate in the survey. This unique approach was amplified by high-impact activations and stunts designed to create a sense of urgency and conversation across Greater Manchester.

Working closely with my Creative Director, I contributed to the core concept and collaborated with a CGI artist to bring our scenarios to life. I developed a minimal visual identity to unify the campaign across all channels and designed the large-scale milkshake stunt that toured local boroughs. To ensure a seamless user journey, I also built the campaign microsite and survey, providing a clear platform for the community to engage and share their own experiences.