To communicate the Weight Watchers key messages in a radio campaign. This centred around the launch of their biggest innovation in 15 years - the Pro Points Plan.

To engage listeners from all 13 stations and record audio from them on how they were progressing with the new plan. This involved a level of committment from the participants as they had to visit their respective station studios once a week for 4 weeks as well as attend Weight Watchers meetings and keep an online blog updated.

To incentivise the participants and to keep them coming back for their next recording session, they were offered a Red Letter Days voucher for each time they came in.

"All 24 'Ambassadors' completed the full 4 weeks and kept all their appointments with the stations. They also finished the process feeling that they had been generously rewarded for their time."