Is this eating disorder ad too sexy?

Via Ads of The World

It's a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin.

When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse reflection of myself that is always bulgier and heavier than reality.  That's the really scary thing about dysmorphia, as opposed to just wanting to lose weight: it's a chronic mental illness that can kill, because people who have it can't see what they're doing to their bodies:

That's a corporate social responsibility billboard that No-li-ta posted in Milan during the city's 2010 Fashion Week. Shorty after the campaign was shot, the woman, French model, actress and blogger Isabelle Caro, died at age 28.

So there are a number of things to consider here:

1. Is the sexualized presentation of an idealized female body just adding to the problem of media-influenced body image problems?

2. Is the statistic misleading or confusing? While the US National Association of Anorexia Nervosa and Eating Disorders says that "91% of women surveyed on a college campus had attempted to control their weight through dieting. 22% dieted 'often' or 'always'," they give the statistic for the actual mental disorder of anorexia at "an estimated 0.5 to 3.7 percent of women." So how are we defining "eating disorder"?

3. What does the Enosh ad want the viewer to do, be aware that eating disorders are bad? There is little here to help those suffering from EDs, or to help their loved ones understand or intervene.

It may seem mean to criticize a well-meaning ad like this, but as a career social marketer I struggle with these same questions in every new campaign I approach.

Cross-posted at Osocio

Humans don't look like fashion illustrations

This campaign by "Star Models" seems like spec work by Brazilian agency Revolution, but it makes an interesting point.

I have long pondered the problem of models being photo-manipulated in fashion spreads. I realize that Photoshop makes these unreal images look far too real and attainable, but I am constantly reminded of the fact that traditional fashion illustration, dating back to the mid-20th Century, was also completely unrealistic.

By manipulating models to really look like fashion illustrations, the creative team manages to show just how unhealthy those body aspirations are.

 It's likely inspired by projects such as popular speculations about what a Barbie doll would look like "in real life" as well as by the real-life tragedy of anorexic model Isabelle Caro.

This message is important, especially with all of the "pro-ana" and "thigh gap" nonsense being spread around the internet. Without a call-to-action or any other evidence that this is a client-approved campaign, however, I have to wonder why the agency didn't just do it under their own brand.

Via Ads of The World

Local burger joint offers to fight anorexia

CBC Ottawa has a story about this food court ad, for local burgerjoint Manhattan Burgers, that caught the eye of psychology student Genevieve Hayden.

"That's not the kind advertising that anorexia and mental health illnesses need to get," she told the media. "They need to get positive advertising about how it is a real issue and not 'eat this burger and you'll be okay.'"

She's absolutely right, but the controversy that followed highlights the difficulties of using humour in advertising in a more sensitive age.

The restaurant owner, Fauzy Kaddoura, responded, "That's where I think the disease starts out, doesn't it? Most people worry about their figure. They think they're too big and they stop eating. And I was just thinking this is sort of the opposite."

It was an honest mistake, born of ignorance about the disease. And to his credit, Mr. Kaddoura decided to change it anyway, suggesting "Help us fight the diet craze."

Much better—it's actually what he was trying to say in the first place. And another potentially acrimonious conflict gets settled Canadian-style.

Anorexia Kills (nudity)

Three years ago, Italian fashion brand Nolita shocked Milan's Fashion Week with billboards featuring a nude woman suffering from severe anorexia nervosa:

The woman, French model, actress and blogger Isabelle Caro, has died. News reports say she was just 28 years old.

NO ANOREXIA from SUGARKANE / Leandro Manuel Emede on Vimeo.

Oddly, reports of the original campaign in 2007 stated her age at that time as 27, while other sources say she was born in 1980 — making her all of 30 at the time of her death. This is strange, because if she had really only been 25 when those photos were shot, that fact would have made the campaign all  the more shocking.

Caro had been battling anorexia since adolescence, and she had said that she allowed herself to be photographed by Oliviero Toscani because:

“I’ve hidden myself and covered myself for too long. Now I want to show myself fearlessly, even though I know my body arouses repugnance. I want to recover because I love life and the riches of the universe. I want to show young people how dangerous this illness is.”

The campaign shocked sensibilities even in naked-ad-saturated Italy, and was eventually banned by the country's advertising authority because it violated a rule that "Marketing communication should not offend moral, civil and religious beliefs. Marketing communication should respect human dignity in every form and expression and should avoid any form of discrimination."

Instituto dell’Autodisciplina Pubblicitaria (IAP) President Giorgio Floridia stated, "The photo is shocking for everyone, particularly those who are sick, and has been set up for commercial ends."

Isabelle weighed just 68 pounds at the time of the shoot. According to Wikipedia, she died over a month ago in Tokyo (of acute respiratory disease) but her family only reported the news to media yesterday.

Ms. Caro back in the day.  Is this so much less shocking?

A sad ending to a sad story.