ANEB warns against trapping behaviours
3/1/2023
Work
by
Cossette
The goal of the initiative is to raise public awareness of the various eating disorders that exist to underscore the fact that anyone can suffer from these mental health conditions, regardless of their age, gender, ethnicity, or even body type.
We tried to evoke the sense of being trapped in your own body. This illustrates the pain and isolation that people struggling with an eating disorder experience. We wanted to remind folks that there’s no standard profile for those who suffer from these illnesses, and that normalized behaviours like dieting or overexercising can be a trigger.
Richard Rochette-Villeneuve, Creative Director at Cossette
Isolation is one of the main consequences of eating disorders like anorexia, bigorexia, hyperphagia and bulimia, which can hinder diagnosis and recovery. Our mission is to provide people living with eating disorders and their loved ones with the resources and professional help they need to overcome these diseases.
Josée Champagne, Executive Director at ANEB
The campaign ran online and in print and OOH throughout Montreal.
Credits
Advertiser
Anorexia and Bulimia Québec (ANEB)
Agency: Cossette
Creative: Anne-Claude Chénier, Richard Rochette-Villeneuve, Nicolas Baillargeon, Nadine El‑Whidi
Product: Vicky Langlois
Production agency: Septième – Derek Kennedy
Print and digital production: Septième – France Laberge
Media agency
Cossette Media
Production studio: Le Quartier
Styling: Catherine Perron