The creative team presents two ideas:

• The small steps idea
• Another campaign, in which people grew progressively heavier as they demonstrated/perpetuated an unhealthy behavior (i.e. taking the elevator instead of the stairs, growing fatter until they could not fit out of the elevator). The Ad Council's Patty Goldman said the latter proposal was rejected: "This idea was deemed extremely insulting to overweight people - the people we're trying to target and persuade to take action."

(source: personal communication with Goldman, 11/30/04)