"Not every suicide note looks like a suicide note"

    True stories about eating disorders generate hard-hitting PSA campaign

    VANCOUVER, July 15 /CNW/ - Haunting, real-life stories about young women
compulsively trying to control their weight are the focus of a hard-hitting
public service announcement (PSA) campaign being launched today to raise
awareness about the severity of eating disorders.
    The large multi-media campaign being rolled out across British Columbia
and Canada today doesn't hold any punches in its depiction of the disease. The
PSAs reveal the horrors of eating disorders, underline the deadly nature of
the disease as well as the need for treatment.
    The PSAs mark the first campaign by The Looking Glass Foundation, a local
non-profit organization, whose goal is to develop Canada's first residential
centre in British Columbia for the professional treatment of adolescents with
eating disorders.
    "There's a distorted perception about eating disorders. People don't
choose to have them, eating disorders are one of the deadliest of all mental
illnesses," says Cindy Dobbe, president and co-founder, The Looking Glass
Foundation. "The objective of this campaign is to educate the public and
lessen the stigma attached to a very real and life-threatening disease."
    By generating a better level of awareness and understanding about eating
disorders, The Looking Glass Foundation hopes to highlight the need for early
intervention and treatment facilities in Canada.
    "I've personally experienced feelings of frustration and helplessness
with the lack of accessible care in British Columbia, as my child suffered
with an eating disorder. Like many other parents, I found the need to send my
child out of country for the treatment she so desperately needed," says Dobbe.
    Inspired by true stories, common symptoms and disturbing behaviours, the
PSA campaign takes an impactful approach focusing on the mindset of the
sufferer to vividly illustrate the seriousness of this deadly disease.
    "To articulate the severity of eating disorders, the campaign's strategy
and tagline profess, "Not every suicide note looks like a suicide note." Our
intention is to illustrate that seemingly innocent signs are actually clues
that a loved one may unknowingly be on a path towards self-harm," says
Daryl Gardiner, associate creative director, DDB Canada. "The campaign's tone
reflects both the seriousness of this disease and optimism for those
afflicted, and leaves viewers with a positive message of hope."
    Vancouver advertising agency DDB Canada donated its services to develop
the campaign for The Looking Glass Foundation.
    In developing the campaign strategy, DDB Canada conducted extensive
research and interviewed past and present sufferers of eating disorders, as
well as physicians and eating disorder experts.
    The PSAs will be appearing on television, radio, print, out-of-home, and
online. Guerrilla marketing tactics will also take edgy ambient elements onto
the streets of Vancouver.
    The new campaign from The Looking Glass Foundation was the recipient of
the 2008 Humanitarian Award from the British Columbia Association of
Broadcasters and received $1-million of gifted media placement. OMD Vancouver
is also donating its services and helping to secure additional media placement
for The Looking Glass Foundation.

    About The Looking Glass Foundation

    Founded in 2002, The Looking Glass Foundation for Eating Disorders
(www.lookingglassbc.com) is a not-for-profit organization dedicated to
providing a world-class residential treatment centre for professional
treatment of adolescents with eating disorders. In a safe secure environment
the Foundation helps youth work together with their families to prepare
themselves for success on the next pathway of their lives.

    About DDB Canada

    DDB Canada (www.ddbcanada.com) is the most creatively acclaimed,
internationally recognized marketing communications agency in Canada. Known
for advertising that generates significant results for clients, DDB Canada is
Strategy magazine's 2007 Agency of the Year, and was named one of the "Best
Small and Medium Employers in Canada" in 2007 by the Queen's University School
of Business. A "total communications company," DDB believes creativity is the
strongest business tool. DDB Canada has offices in Victoria, Vancouver,
Edmonton, Toronto and Montreal. The agency's integrated divisions include: DDB
Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and
interactive), Karacters Design Group, Rapp Collins (direct), Radar DDB (social
media marketing) and DDB Echology (corporate social responsibility).

    For details on each creative element of the campaign, please refer to
    the appended creative synopsis.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/

For further information:

For further information: or to schedule an interview, please contact:
Paige Calvert or Shari Balga, DDB Canada, Vancouver, Direct: (604) 608-4421 or
(604) 609-9509, Cell: (778) 997-4487 or (416) 727-4101,
paige.calvert@ddbcanada.com or shari.balga@ddbcanada.com; Robert Maclean, DDB
Canada, Direct: (416) 972-5831, robert.maclean@ddbcanada.com

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