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Looking Glass Foundation begins eating disorder awareness campaign

The Vancouver-based Looking Glass Foundation has released a new campaign of public service announcements intended to raise awareness of eating disorders in Canada. The campaign also promotes the development of Canada's first residential treatment centre for these disorders, which is being built in BC. This is the foundation's first ad campaign. "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," said Daryl Gardiner, associate creative director at 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." The campaign, developed pro bono by DDB Vancouver, consists of television, radio, print and out-of-home advertising. Street promotion in Vancouver will also take place. The creative features stories of real women compulsively trying to control their weight. The ads use the tagline, "Not every suicide note looks like a suicide note." The foundation has received $1 million in media space from the British Columbia Association of Broadcasters for the campaign. OMD Vancouver is also working on media placement for the initiative.

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