Weight Watchers Belgium’s newest cause: yo-yo dieting. A pitfall known to anyone familiar with the attempt to maintain a steady weight, Weight Watchers hopes to combat this phenomenon and change its brand’s perception (from a tool for weight loss to a tool for weight maintenance) a bit through its recently-launched viral campaign. To get the word out, office building elevator buttons have been relabeled with stickers marked “kg” (for kilogram), implying that it’s weight that’s fluctuating, not the elevator’s location. The campaign also includes coupon-dispensing posters featuring a woman whose waistline shrinks along with number of coupons, and boomerangs and broken yo-yos handed out to unsuspecting passersby who look like potential customers. Here’s hoping no one gets offended.

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