Challenge: To convince young women with eating disorders to seek help for their condition, because having an eating disorder is unattractive, unhealthy, and potentially deadly
Solution: Using real confessions, expose the hidden facts about eating disorders, that most people don't see on the surface
I was later contacted by NEDA with an interest to use this campaign!
Campaign created with Jake Johnston for Boston University's Master of Science in Advertising Program
Interactive Billboard - real confessions from girls with eating disorders will be displayed on digital billboards and then will ask people to respond with a positive message and encourage donation.
Augmented Reality - as people walk around they often look at their reflections in windows of buildings. This augmented reality will show people's reflections as a scary skinny version of themselves. Facts about eating disorders will pop up by their reflection.
