Everyone needs a reason to be healthy. What’s yours?

In an effort to stem the tide of obesity and bring a population better health, the Great Plains weight loss program tipped the scales in favor of wellness.

With the majority of people in the country considered overweight or obese, Great Plains knew that sometimes the challenge of losing weight is more emotional than physical. With that in mind, Great Plains asked LaineGabriel to create a heartwarming and real campaign that took the decision out of your hands, and put it into your heart. A triumphant “I did it” became a tear-filled, “I did it for her.” This approach created a warmth around clinical procedures and a confidence around an industry that shows its true colors every January 1.