DDB Canada's Vancouver office has developed a multimedia campaign to raise awareness about the seriousness of eating disorders. Developed for The Looking Glass Foundation, the campaign includes public service announcements designed for television, radio, print, and online.

"The campaign tag line, 'Not every suicide note looks like a suicide note' refers to the insight that seemingly innocuous behaviors could be signs someone is suffering from an eating disorder that could kill them...Because of the seriousness of the disorder and the fact that many people do not take it seriously, DDB wanted to introduce an element of shock value into the campaign using real-life stories."

DDB's associate creative director and its copywriter conducted extensive research on eating disorders, including interviews with several victims and their families. All of the ads include a call to action, and direct people to The Looking Glass Foundation for additional information Source: >Marketing magazine

Labels: media_influences, awareness, pro-ana, positive_messages

Posted By: Aspen Education Group