Monday, September 29, 2025

“Sticking with it pays off”: AOK and Scholz & Friends launch nationwide campaign against obesity with the 66-Day Challenge

Obesity is a growing problem in Germany – according to the Robert Koch Institute, 67 percent of men and 54 percent of women are now overweight. To address this trend, AOK and Scholz & Friends have developed a new umbrella campaign launching at the end of September 2025. Under the motto “Sticking with it pays off,” the AOK 66-Day Challenge takes center stage.

The challenge is based on scientific findings: on average, it takes 66 days for a new behavior to become a habit. This is where the campaign comes in, with five practical modules:

• “Drink less sugar”
• “Eat more vitamins”
• “Avoid constant snacking”
• “Get fitter with every step”
• “Challenge yourself physically”

Developed by an interdisciplinary team of experts, the program combines impulses for nutrition, exercise, and motivation – always aiming to promote positive, everyday-friendly changes.

Felix Kellndorfer, Managing Director of Market/Products at AOK, emphasizes: “Many people want to lose weight but fail in the diet jungle and because of unrealistic expectations. That’s why we focus on a holistic approach combining nutrition, exercise, and motivation.”

Creative agency Scholz & Friends also bring humor into play. Executive Creative Director Michael Winterhagen explains: “We want to reach those who are already tired of dieting. Our TV spots use self-irony and show that setbacks are part of the process – the key is to keep going.”

The TV spots portray frustrated moments – such as shredding a salad in the office, tossing a bike into a river, or setting a yoga mat on fire – which are humorously resolved in the next scene. The message: losing weight is not a straight path, consistency is what counts.

The campaign runs until November 2025 and will be rolled out across TV, social media, employer and youth marketing, as well as regional activations. With tongue-in-cheek headlines like “Discover the healing power of stones. Take the stairs.” or “You are 60% water. There’s room for more.” AOK provides low-threshold motivation designed to reach millions of people.