Skip to main content

How London Weight Management could have turn their advertising disaster into a PR success

They say offense is the best defense. London Weight Management, on the other hand, dug itself further into a PR nightmare with its statement defending their ad.

By doing so, London Weight Management lost an opportunity to score some PR points from the negative audience.

It all started when TV host Anita Kapoor blogged that the London Weight Management’s TV advertisement “portray women as pathetic, unworthy individuals. Losers on every level if they are overweight; winners at every level if they are slim”.

London Weight Management Capsule from Stan Chee on Vimeo.

Anita also summarized each scene of the ad. For example, she wrote that the scene showing “a woman with a crying baby, looking over the edge of a building’, created the impression that post partum depression and suicide were being trivialised.

Anitia’s post was reblogged at The Online Citizen and the readers got extremely worked up by how London Weight Management portrayed obese women.

It took awhile for London Weight Management to reply. In their defense, the weight lost company said they “have not breached any regulation in accordance to the local regulation”.

In addition, the marketing and communication manager shared that the they “are neither discriminating nor nauseating the obese women in this territory.”

Anita has replied in the blog saying “The law? What law? It is precisely because there is no law that London Weight Management were able to release this ad on air and online”.

The explanation from London Weight Management was also not accepted by the public.

One reader of Yahoo News wrote,

Getting approval from Media Development Authority of Singapore does not make the advertisment any less distasteful, if the company cannot tell the difference between distasteful and illegal then i hope that their potential customers will be able to tell the difference. Ladies please note that a company that is willing to exploit your low self esteem and low confidence in such a manner, they will stop at nothing to sell you a dream, which they might not be able to deliver.
Bottom line will always be about bottom line -- Their $$$$$.

One of the biggest problem in London Weight Management reply was because they were not asked to take down the ad by law, they are allowed to continue with the ad that discriminate.

Furthermore, by saying the advertisement neither discriminate nor nauseating obese women when the advertisement shows that obese women are discriminated in their personal and public life is itself doublespeak.

So how could have London Weight Management handled this better?

As London Weight Management based the advertisement on a true story, they should have taken the opportunity to highlight that their real case study was indeed discriminated against when she was overweight.

They should also encourage women who felt they were discriminated upon because of their weight should speak up and they would stand behind any women who are willing to speak up against such discrimination.

London Weight Management should have also taken the opportunity to share that while weight lost did help their real life customer feel more comfortable about herself, women suffering from depression should seek professional help and get support to family.

London Weight Management should have also emphasised that exercise and a healthy diet is still an important part of any weight lost program.

Comments

Popular posts from this blog

Why is Ramly Burger banned in Singapore?

Yahoo Singapore ran an article of the Ramly Burger by highlighting that it is ban in Singapore.

Yet, the writer from Makansutra failed to address the most important issue of why the Ramly meat patty is banned in Singapore.

A search online easily did highlight that the famous Malaysian meat patty is banned by the AVA but didn't go into details.

Wrote Arlina Arshad for The Straits Times in January 2004,

"But the importing of beef and beef products from Malaysia is not permitted, said theAgri-Food and Veterinary Authority (AVA).

Selling and supplying them without a permit is also an offence, and offenders can befined as much as $50,000 or jailed two years, or both, said the AVA."

In May of the same year, another article highlighted that a man was even charged in court for "smuggling" the Ramly burger in 2004.


"The AVA said that meat products processed in Malaysian food factories which it had notapproved were banned here.Suzali was yesterday jailed for four month…

Did She Run Or Did She "Just Fake It" For Adidas?

Andrea Chong, a Adidas appointed influencer, posted a photo of herself in the middle of the Standard Chartered Singapore Marathon 2015 and captioned how she was "all smiles" during the run.

Unfortunately for Andrea or the PR agency, one of her readers checked her bib number #75148  at the Marathon's website only to find it to belonging to somebody else.

That somebody else is Kuvin Kuar, a intern at Edelman PR and the bib number had a status "DNF" or did not finished.

This raised the first red flag as one of the rules stated that "A Participants is strictly not allowed to transfer his or her race entry to another party".

This cascaded into perceptions that Andrea herself did not even start or complete the race and was only "planted" by Adidas or the PR agency, Edelman PR, to look pretty in the marathon.

Marketing Magazine noted that Adidas declined to comment about the incident which lead to further speculation that Andrea was possibly just …

Kudos To Huawei 2 Year Warranty For P9 Series

When it comes to smartphones, I think I am jinxed.

For my history of owning smartphones, every time it comes close to the end of the two year contract with my mobile service provider. This time round, it happened to my Huawei P9.

All of a sudden, the LCD screen sort of decolourised. I thought it was a temporary issue but the decolourisation lasted for a few hours. Then the nightmare began.

The touchscreen couldn't be touched. This made it the smartphone a brick.

I thought the Huawei P9 only had one year of warrant. With my contract ending in mid-year, I thought I would have to wait it out till the contract ended and allowed me to buy a new phone under a contract.

Luckily, a friend reminded me that the phone came with a 2 year warranty.

So I decided to go to the Huawei service center, right smack in the center of the city, to see if my phone is under warranty and if Huawei would honour their 2 year warranty.

Thankfully, Huawei isn't as popular as the Samsungs or Apples, and the …