Fight Fat Talk

The biggest time of year for Special K is the end of the year push when women are thinking about their New Year’s resolutions. Leveraging a statistic stating 93% of women fat talk, this campaign brought to light the topic of body shaming and encouraged women to silence the negativity surrounding it. Razorfish and Leo Burnett created a provocative video highlighting the topic and continued to encourage women to stand against fat talking on social media by sharing their own shhhh photo with the world. The primary content was housed within a hub on specialk.com, but lived fluidly within the social sphere. Participants could share their shhhh photo, the video or any comment using #fightfattalk which was tracked in real time to see how awareness shifted the conversation to a more positive perspective. With the digital push, the Fight Fat Talk video became the most viewed Special K video of all time.