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.
Hiebing’s poster campaign brings attention the the contemporary art museum’s surprising exhibits.