Dr Dawson for Parents Against Eating Disorders: Don't Die For a Diet (scary tale)

The advert titled Don't Die For a Diet (scary tale) was done by AMV BBDO advertising agency for CAMPAIGN AGAINST ANOREXIA (National Eating Disorders Association company) in United Kingdom. It was released in the May 2006. Business sector is Public health & safety.

Credits:

• Context
  Brief: to educate the parents and friends of young people with eating disorders, with the ultimate aim of getting sufferers to seek medical help sooner. Each advertisement acts as the front door to a website which gives information about how to spot the early warning signs of an eating disorder and how to persuade sufferers to accept treatment.
  
  Philosophy/Solution
  Solution: There are thousands of ‘pro-ana’ websites where anorexics
  swop information, much of it misleading. By highlighting the horrific advice which is already ‘out there’, this commercial both reinforces the need for accurate information and establishes its own site as the authoritative source, thus prompting the viewer to visit.
  
  Results
  Response: There was no media budget – media space was donated free by media owners. The commercial was seeded onto Youtube and Myspace, where it has so far been viewed
  over 150,000 times. The website has received over 100,000 page hits.
  URL www.dontdieforadiet.com
  Agency Abbott Mead Vickers BBDO
  City London
  Production Company: 2am Films
  Advertiser National Eating Disorders Association
  Brand Name Dr Dawson for Parents Against Eating Disorders
  Product Name Anorexia awareness
  Business Sector Disease Awareness, Support Groups & Associations
  Campaign Name scarytale- NEDA
  Date of First Publication 12/18/2006
  Country of Production United Kingdom
  Language English
  Type Television & Cinema
  Length 90 seconds
  Awards Advertising Creative Circle Awards, 2007 (Bronze) for Best Public Service Commercial
  
  The APA Show / APA 50, 2006
  
  British Television Advertising Awards (BTAA), 2007 (Bronze) for Charity - TV Only
  
  British
  09.01.2008 17:02 !XeniaT Television Advertising Awards (BTAA), 2007 (Bronze) for Public Service Advertising
  
  British Television Advertising Awards (BTAA), 2007 (Diploma) for Direct Response