VANCOUVER—DDB Canada, Vancouver has launched a hard-hitting public service campaign on eating disorders for its client The Looking Glass Foundation.
The campaign uses real-life stories about young women compulsively trying to control their weight.

Guerrilla marketing tactics expose truths behind eating disorders

The multi-media campaign, which includes television, radio, print, out-of-home and online, is being rolled out across British Columbia and Canada. In one guerrilla marketing execution on the streets of Vancouver, a broken toothbrush in a clear, sealed plastic bag reads: “Attempting to purge, Jane B. broke a toothbrush off in her throat and choked.” In another, diner orders clipped to a ring attached to a pole say: “1 Ham Sandwich. Hold the Mustard. Hold the Lettuce. Hold the Mayo. Hold the Bread. Hold the Ham.” On the back of the slips it says: “Not every suicide note, looks like a suicide note.”

DDB Canada conducted extensive research and interviewed past and present sufferers of eating disorders, as well as physicians and eating disorder experts, while developing the PSA.

“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 in Vancouver. “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.” Contact: www.lookingglassbc.com