BrandWorld has created an integrated, non-profit campaign to raise awareness about a serious and often misunderstood health condition that affects individuals from all walks of life – eating disorders.
We consulted not only psychologists, clinicians, eating disorder charities and health care professionals, but also parents whose children who survived an eating disorder. A common refrain was that there is a lack of education around eating disorders and how deadly they can be.
Eating disorders have one of the highest mortality rates of any mental illness. People suffering from Anorexia have a higher mortality rate than those with depression. Despite this, eating disorders like Anorexia Nervosa, Bulimia Nervosa and Binge Eating Disorder don’t get the attention they deserve and need.
Through Family Health Diary BrandWorld has developed deep experience in the health category; we were well-equipped to help educate HCPs, communities, parents and the public about eating disorders, and kick-start the conversation. We were determined to offer a counterpoint to the alarming advocacy (there are sites and social media that actually promote illnesses like anorexia and bulimia) and the seemingly ubiquitous message of “nothing tastes as good as skinny feels” in popular culture.
To realise the campaign, we researched eating disorder organisations, ultimately finding common ground and partnering with the New Zealand Eating Disorder Clinic (NZEDC).
NZEDC is a private clinic that supports people with eating disorders. In addition to personal client care they also host Hope Nights, where survivors share their experiences with others.
The campaign encompasses all eating disorders, without focusing on one in particular - they are all dangerous conditions.
The campaign juxtaposes symbols of death with those of weight and food. It is confrontational but relevant and necessary to capture attention. This grim facts avoid tiptoe-ing around the topic and its very real threat to the lives of people who suffer from eating disorders.
The campaign communicates The Nine Truths of eating disorders, a universal framework to help people better understand what they’re dealing with. We include a hashtag for The Nine Truths on our Adshel posters and expand on the different truths on the NZEDC Facebook page.
The Nine Truths address misconceptions, stigma and stereotypes around eating disorders. Truth #9 is our tagline: “Full recovery is possible.”…there is Hope.