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AUCKLAND, Today: Freemans Bay agency BrandWorld has created an integrated, not-for-profit campaign that aims to raise awareness about eating disorders.

BrandWorld writer/strategist Tristan Ogden said: “Eating disorders have one of the highest mortality rates of any mental illness.

“Despite this, awareness and education around eating disorders is still minimal when compared with other mental illnesses. Many misconceptions remain for conditions such as anorexia nervosa, bulimia nervosa, orthorexia, and binge eating disorder.

“Given our work in the health space, particularly with Family Health Diary, we had identified eating disorders as an issue that needed extra attention.

“We consulted psychologists, clinicians, eating disorder charities, healthcare professionals, and parents of children who have survived an eating disorder. Across the board, we heard that there is a general lack of education around eating disorders, particularly how deadly they can be.

“Eating disorders are life-threatening – but a full recovery is possible.”

“We approached the NZ Eating Disorder Clinic who shared our vision and came on board with us. Together, we want to educate people that, above all, eating disorders are life-threatening, but that full recovery is possible.

“The campaign communicates The Nine Truths of eating disorders, which is a universal framework to help people better understand eating disorders, and address the common misconceptions surrounding them.

“Consistent across the campaign is the confrontational fact that eating disorders can be deadly, and it aims to get people thinking about the serious nature of the disorders. Equally confronting visuals symbolise death in a way that relates to weight and food. However, they also convey a message of hope and recovery.”

All posters include the NZEDC web address, so people know where to get the information and help they need.

Alongside clinical operations, NZEDC organise community events, such as their annual Hope night, where they invite eating disorder survivors to come and talk about their experiences.


Creative: Brandworld
Media: Brandworld
PR: Porter Novelli

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