More than 10,000 panels across the UK have been identified and introduced to advertisers in response to both a local and national need for businesses to connect with ethnic communities.

The activity, which will involve a national 6-Sheet campaign and London Underground Tube Car Panels, will be the first out-of-home activity that Slimming World has ever used, having previously used TV exclusively.

Allison Brentnall, Marketing Manager of Slimming World, commented: “Our new campaign is all about exploding some of the myths associated with Slimming World outside its membership, and emphasizing the unique freedom and power that Food Optimizing, our unique healthy eating plan, offers.Research shows that outdoor campaigns like this one are by far the most effective way of countering misconceptions and Kinetic, with its experience and expertise in this field, was the obvious choice.”

Kinetic's Client Development Director in the UK, James Copley added: “We are really pleased to be working with Slimming World. We are fully in tune with their business objectives and are confident we can leverage our OOH media expertise to deliver great media exposure for the brand.”

The initial burst of OOH activity in UK and Ulster breaks on 28th August and runs for 2 weeks. Hi Resolution, Kinetic's production arm printed all the posters, creative are by the Linney Group.