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.