NEDIC frame_edited.jpg

Client: NEDIC

Project: Digital / Experiential / OOH / Print 

Studies show that looking through fashion magazines make women feel bad about their bodies. This campaign for the National Eating Disorder Information Centre, targeted fashion leaders and marketers who promote a dangerously thin look, and was designed to shock them into thinking twice before casting a skeletal model or indulging in photoshop excess.


Although this campaign ran in 2010, it picked up steam again years later when a company with a mission to empower girls posted a photo of the campaign on Facebook. The post was shared 9K times.