Eating disorders PSA: Pencil marks

The advert titled Pencil marks was done by DDB CANADA advertising agency for AGAINST EATING DISORDERS (Looking Glass Foundation company) in Canada. It was released in the July 2008. Business sector is Public health & safety.

Credits:

• Haunting, real-life stories about young women compulsively trying to control their weight are the focus of a hard-hitting public service announcement (PSA) campaign to raise awareness about the severity of eating disorders. The PSAs reveal the horrors of eating disorders, underline the deadly nature of the disease as well as the need for treatment. The PSAs mark the first campaign by The Looking Glass Foundation, a local non-profit organization, whose goal is to develop Canada’s first residential centre in British Columbia for the professional treatment of adolescents with eating disorders.
  

  “To articulate the severity of eating disorders, the campaign’s strategy and tagline profess, 'Not every suicide note looks like a suicide note.' Our intention is to illustrate that seemingly innocent signs are actually clues that a loved one may unknowingly be on a path towards self-harm,” says Daryl Gardiner, associate creative director, DDB Canada. “The campaign’s tone reflects both the seriousness of this disease and optimism for those afflicted, and leaves viewers with a positive message of hope.”

  
  

  Product: The Looking Glass Foundation - PSA campaign for eating disorders
  Agency: DDB Canada, Vancouver
  Photographer: Frank Hoedl
  Executive Creative Director: Alan Russell
  Creative Director: Dean Lee
  Assoc Creative Director: Daryl Gardiner
  Art Director: Daryl Gardiner
  Copywriter: Jeff Galbraith
  Country: Canada