07.22.10

NEDIC "Cast Responsibly. Retouch Minimally." campaign

Out-of-Home Ads, Public Service

NEDIC is a Canadian non-profit organization that provides information on eating disorders. While most campaigns target the public to create awareness, Toronto, Ontario-based Zulu Alpha Kilo, launched one that targeted the fashion industry—the people primarily responsible for emaciated, over-retouched models. The campaign used the tagline “Cast responsibly. Retouch minimally.” and featured a tiny T-shirt sent to fashion editors and press with the instructions “Please try this on to experience how your ads make us feel.” The mailing was accompanied by a Hallmark-style thank you note that read, “Thank you for making me such a successful anorexic.” Also part of the campaign were a series of interactive transit posters located in the fashion district that asked women to shed their weight problems by trashing their fashion magazines.

Marketa Krivy, art director; Troy McClure, writer; Marketa Krivy/Grant Cleland, designers; Zak Mroueh, creative director; Eileen Smith, production manager; Mike Thoang, production artist; Jason Hatcher, director; Jason Hatcher/John T. Evans, editors; Panic & Bob, editing house; David Mayerlen, interactive developer.

www.zulualphakilo.comwww.nedic.ca