NEW YORK, Dec. 27, 2011 // PRNewswire // -- A reason to believe in tough times – it's something millions of Americans yearn for right now. That flash of optimism that can ignite confidence, the will to persevere, a new idea, a fresh outlook and, just maybe, the inspiration to transform a whole life.
Weight Watchers International, Inc. has always been about just that, a deep faith in people's capacity to change and to take control of their health. Next year, we're taking that commitment to a new level by proclaiming 2012 "The Year to Believe" - a call to reach into ourselves with revitalized energy and confidence, taking both fresh pride in our individuality and drawing on the strength of a shared journey, including encouragement from successful people who've been there before. It is going to be an emotional campaign, led by Academy Award-winning actress and Grammy Award-winning singer Jennifer Hudson, as well as by continuing our partnership with Dr. Oz's "Transformation Nation: Million Dollar You."
"By declaring 2012 'The Year to Believe' we're sounding a rallying cry to help people across the country turn their dreams into reality," said Cheryl Callan, Chief Marketing Officer for Weight Watchers. "Weight Watchers is going to surround people with inspirational messages beginning in the holiday season and then continuing throughout the coming year. At a time when many of us aren't feeling particularly optimistic, we want to express our passionate belief in people and the power in all of us to change for the better. We see it happen every day. That's what we're all about, and what 'The Year to Believe' will be all about."
From the PointsPlus® 2012 program, with enhancements including more customized options that make it easier to get started and stay successful, and new mobile and online tools, including, iPhone, iPad and Android apps, Weight Watchers is committed to helping people sustainably lose weight while adopting a healthy lifestyle, unlike other weight loss programs that require people to eat processed food. More than 60 publications and presentations over the past 15 years have demonstrated the efficacy of the Weight Watchers approach to weight loss, and Weight Watches was ranked by US News and World Report as the number-one best plan for weight loss.
On Dec. 22, during the finale of "The X Factor" on Fox, the Weight Watchers "Believe" campaign kicked off with a new television ad starring Jennifer Hudson. The spot featured a radiant Hudson, in a duet performance with her former "reality show" self, singing "I Believe in You and Me."
Also, debuting Dec. 31 during "Dick Clark's New Year's Rockin' Eve" will be Hudson's recording of the song "Believe," which will be featured prominently throughout the campaign. Both ads were developed for Weight Watchers by McCann Erickson. The broader campaign includes additional print, broadcast and digital spots, which will appear in mainstream print, broadcast, and online outlets.
"Like the "Believe" lyrics say, if you want to succeed, you need to first believe in yourself." said Hudson, who joined Weight Watchers in 2010. "The first step to my weight loss success with Weight Watchers was believing in myself and my ability to shape my future."
In addition to the new spots featuring Hudson, Weight Watchers also recently revealed that National Basketball Association (NBA) Hall of Famer and current "NBA on TNT" studio analyst Charles Barkley is the new celebrity ambassador of the men's campaign.
In the "Lose Like a Man" campaign, also developed for Weight Watchers by McCann Erickson, Barkley provides commentary on topics including the "man food" he is never deprived of on Weight Watchers, reasons why guys don't diet, dieting on your own, and being a role model. The campaign will also feature men who have successfully lost weight on Weight Watchers, especially Weight Watchers Online for Men.
The ads started running on Dec. 25, and will appear on sports and entertainment outlets, ranging from ESPN and Turner Sports NBA broadcasts to SpikeTV and Comedy Central.
Today also marks the launch of the new "Lose Like a Man" twitter handle. @loselikeaman will have tips, observations and quotes from real men on the plan, the Weight Watchers Men's editorial staff, and of course, Charles.
Weight Watchers hears from people all across the country who have had incredible success with the program. Some of those members will be starring in the "Believe" ads alongside Jennifer Hudson, sharing their inspirational stories of success. Among the inspiring stories, the ads will feature Jennifer Hodges, who lost more than 120 pounds on the program and can now play with her three young children. Derrick Deaton, who lost 339 pounds since joining Weight Watchers, will also be featured. He found belief in his ability to succeed, and says he is now the healthiest and happiest he has ever been.
Believers across America are encouraged to share their own success stories and inspiration for the new year on Twitter, using the hashtag #Believe.
To help people across the country make 2012 their best year yet, Weight Watchers continues its partnership with physician and Emmy® Award-winning television host Dr. Mehmet Oz and his "Transformation Nation: Million Dollar You" challenge. The season-long program leads viewers through seven steps toward optimum health, each with its own completion criteria. Semifinalists will be randomly selected through a lottery system, and then a panel of judges will narrow down 10 finalists for a vote by viewers.
The seven key steps to transforming health include weighing in with Weight Watchers and calculating your BMI, finding out your family's health history, getting more sleep, assessing stress, adding a fitness program in your life, connecting with your doctor, and learning how support from friends can be the key to success. One lucky person who completes all seven steps will walk away with one million dollars.
After entering the contest online through the www.DoctorOz.com website, participants will then find a Weight Watchers meeting near them and proceed with a complimentary weigh-in and get their starting weight and then calculate their body mass index on the website.
"It's no secret that America has an obesity issue - it's an epidemic," said Dr. Oz, host of "The Dr. Oz Show." "In fact, according to the Centers for Disease Control and Prevention, one-third of American adults are obese. So, I've teamed up with Weight Watchers to get us back on track in 2012. We're helping people to make and believe in achievable goals, and then we're getting them jump-started with a visit to their local Weight Watchers center in January to participate in 'Transformation Nation' with a complimentary weigh-in."
Jennifer Hudson will appear on the Jan. 10 episode of "The Dr. Oz Show," discussing how she went from "before to believer." She will share her weight loss journey and what inspired her to believe that she could make a change in her life. Check local television listings for time and station information.
For more information about Weight Watchers, visit WeightWatchers.com, and for details about "Transformation Nation: Million Dollar You," visit DoctorOz.com.
Weight Watchers International, Inc. is the world's leading provider of weight management services, operating globally through a network of Companyâ€owned and franchise operations. Weight Watchers holds over 45,000 meetings each week where members receive group support and learn about healthy eating patterns, behavior modification and physical activity. WeightWatchers.com provides innovative, subscription weight management products over the Internet and is the leading Internetâ€based weight management provider in the world. In addition, Weight Watchers offers a wide range of products, publications and programs for those interested in weight loss and weight control.
SOURCE Weight Watchers International, Inc.