National Eating Disorder Information Centre begins awareness campaign
By Adnews Staff
The National Eating Disorder Information Centre has begun an awareness campaign to coincide with the recent Eating Disorder Awareness Week. The campaign, developed by Toronto-based Zulu Alpha Kilo, is aimed at marketers and fashion industry executive who cast thin women in advertisements and fashion photographs. The campaign uses the tagline, "Cast responsibly. Retouch minimally." The creative includes a greeting card that displays the copy "Thanks for helping to make me such a successful anorexic." Another item is a small t-shirt distributed to beauty and lifestyle marketers along with the copy, "Please try this on to experience how your ads make us feel." The campaign also includes transit ads and posters that encourage viewers to throw away beauty magazines, as well as online materials at NEDIC.ca. "We want advertisers and marketers to be more accountable," said agency president Zak Mroueh. "We have the power to change the criteria for the casting process."