There’s a distorted perception about eating disorders. People don’t choose to have them, eating disorders are one the deadliest of all mental illnesses,” says Cindy Dobbe, president and co-founder, The Looking Glass Foundation. “The objective of this campaign is to educate the public and lessen the stigma attached to a very real and life-threatening disease.”

“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.”
Full release here

Agency: DDB Canada,Vancouver Client: The Looking Glass Foundation. Frank Hoedl (Photographer) Alan Russell (Executive Creative Director) Dean Lee (Creative Director) Daryl Gardiner (Assoc Creative Director) Daryl Gardiner (Art Director) Jeff Galbraith (Copywriter)

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (1)

  • purplesimon's picture

    I like the idea, I'm just not struck on the executions. They sort of feel contrived to me, which seems a shame as it had all the ingredients to be a fantastic, award winning campaign.

    Shame, three hearts only for my vote.

    Jul 23, 2008

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