Dump the diet

NEDIC wants women to drop their weight problem.


advertiser: National Eating Disorder Information Centre
agency: Zulu Alpha Kilo
CD: Zak Mroueh
AD: Marketa Krivy
copywriter: Troy McClure
interactive designer: Jason Hatcher
designer: Grant Cleland
account supervisor: Sandra Stinchcombe
production manager: Eileen Smith
studio: Mike Thoang

This Toronto transit shelter ad is part of a campaign, developed for the National Eating Disorder Information Centre (NEDIC) by Toronto-based Zulu Alpha Kilo, taking marketers and fashion industry leaders to task for casting thin women in their ads or fashion spreads. The skinny is that research indicates even brief exposure to such images negatively affects body image in girls and women, making them more susceptible to eating disorders. This execution encourages women to shed their weight problem by dumping their beauty magazines through a slot in the poster. Facetious greeting cards to beauty brands and fashion editors are another component of the gloves-definitely-off campaign.