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