The idea was to talk to women who live or work near the Unisys Arena fitness centre who were buying jeans in a mall. At that moment, feeling fat or thin was those women's greatest concern. We selected some women's clothing mall stores in the Morumbi district and placed iron dumbbell plates on the jeans clothing rack. There were messages for both overweight people who take large sizes and for slim people who take small sizes.

The number of online visits increased 8.5% during the action week. And the number of new members, who live in the Morumbi district increased 3.2%.