This new year, Special K is putting its familiar, two-week weight-loss challenge in a new, longer-term context via a campaign themed "What Will You Gain When You Lose?"  The Special K Challenge's fundamentals are the same, but the campaign encourages women to focus on the lasting emotional benefits of shedding extra weight -- more self-confidence, courage, pride in themselves, etc. -- rather than fixating primarily on the numbers on their scales.
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