Takeda Pharmaceuticals U.S.A., Inc. has enlisted actress Sara Rue in a campaign that encourages obese women to talk to their doctor about a weight loss plan.
Rue previously stumped on behalf of Jenny Craig starting in 2009. Rue, who has starred in sitcoms, theater and film, said at the time of her signing that she was hoping to lose 30 pounds on the diet plan. She lost 50 pounds with the diet company in eight months and continued to speak on their behalf for several years.
The actress will serve as the face of Takeda’s “Resolve Now: Stay Ahead of the Curve” campaign to inspire obese or overweight women to take action now, rather than wait until the New Year, and talk with their doctor about a weight loss plan, including diet, exercise and other options, which may include a prescription medication, if appropriate.
The campaign is soft sell. There is no direct mention of Contrave, the weight loss pill that Takeda markets on behalf of Orexigen, its manufacturer.
According to a U.S. marketing survey, led by Braun Research, Inc. and commissioned by Takeda, of women who self-reported as overweight or obese, when asked if they have ever made a New Year's resolution to lose weight, 72% of women said, "Yes." In addition, 60% of these overweight or obese women actively worked to achieve their New Year's resolution to lose weight for only one to four months. When asked who they turn to for support during their journey to lose weight, only 4% of women surveyed said they turn to their doctor.
A self-proclaimed yo-yo dieter, Rue says she has battled weight issues all her life. It wasn't until she was in her 30s that she decided to make a long-term change. Takeda has enlisted her to be an advocate for and to inspire women who are struggling with their weight.
Via social media and online advertising, Rue will encourage women to visit iResolveNow.com to enter a contest to share their personal story about their journey to lose weight.
The most inspiring stories will be featured on the website, and the most compelling could win a grand prize of 12 fresh meals for two from a national mail order provider and a wireless fitness tracker that features a pedometer, clock, sleep tracker and heart rate monitor. Two runners-up will also receive a wireless fitness tracker and a gift card to a sports and fitness store. Stories will be accepted through Dec. 12 at midnight ET.