LighterLife were looking to move the dial and not be regularly associated with crash diets. Journalists had negative misconceptions about the brand and they were being labeled as an ‘extreme’ diet in the media. Time to set the story straight. We launched a campaign to re-educate the media and change perceptions of the LighterLife brand. By emphasising the emotional support LighterLife provides its customers through high-quality case study placement, we sought to change minds and attitudes to losing weight the LighterLife way.