Does weight matter?
HeadOn PR team developed a brand awareness and thought leadership campaign based on a national survey of 1,000 employers and their attitude towards hiring overweight and obese people following a high profile, EU court ruling which means obesity can constitute as a disability following an unfair dismissal case brought by Karsten Kaltoft, a Danish childminder, who claimed he was sacked by his local authority employer because he was so overweight.
HeadOn PR crafted the research findings into a news story which revealed a prejudice attitude among British employers when hiring obese workers. The story generated mass national media interest including national papers, tv and radio; positioning the MD, Beverley Sunderland, and Crossland Employment Solicitors’ as experts on the legal dangers of a prejudice attitude towards employees and the discrimination laws around obesity and disability.
