Juniper launches new ‘Don’t Weigh In On My Weight’ campaign to tackle stigma

Juniper, the digital healthcare provider that empowers women to take control of their weight journey, has launched a new campaign to tackle weight stigma among Australian women.

The company commissioned research which showed the shocking level of judgment and stigma around women’s weight. Nearly half (47%) feel personally affected by societal attitudes toward weight, while 76% believe they are held to higher or different weight standards than men.

Around 1 in 5 (18%) of women who have been trying to lose a noticeable amount of weight have used medical weight loss treatments, but 57% of women open to medical weight loss are still hesitant to take action due to stigma and fear.

In response, Juniper has launched “Don’t Weigh In On My Weight” to reframe the conversation, calling out the harmful double bind of being judged if you’re overweight and judged for trying to lose it, and advocating for respect, agency, and freedom from shame.

The campaign, created in-house, includes an OOH campaign for Melbourne and Sydney CBDs and a radio ad buy during the Kyle and Jackie O Show on ARN Media’s KIIS Network.

It will roll out across over 170 outdoor placements in Sydney, including 12 large-format digital billboards, 75 bus panels, 20 small-format street furniture sites, and 65+ office towers. With a strong presence in Sydney CBD, North Sydney, and the Neutral Bay–Cremorne–Mosman corridor, the campaign is designed to reach high-density urban audiences across the city’s most visible and influential locations.

Says Amelia Hanigan, Head of Creative at Juniper: “Across the country, women are carrying the weight of society’s impossible and judgemental standards, and the damage runs deep. At Juniper, we believe no one gets to weigh in on a woman’s body.

“That’s why we’ve launched the ‘Don’t Weigh In On My Weight’ campaign – to show women across Australia that we are on their side, and against stigma and judgement in all forms.

“The message has already resonated with audiences. Originally shared on Juniper’s social channels, the campaign drew a wave of engagement, with women sharing personal stories and messages of support.”

The campaign will run throughout July and August.

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