New Zealand Eating Disorders Clinic: Tape Measure Flatline

This is a charity campaign that saw BrandWorld partner with NZEDC, a private clinic that does a lot of non-profit work to raise awareness about eating disorders. Many people don't realise eating disorders have one of the highest mortality rates of any mental illness; anorexia actually has a higher mortality rate than depression. Despite this, Anorexia Nervosa, Bulimia Nervosa and Binge Eating Disorder rarely get the coverage they need.
Our campaign aims to educate people that, above all, eating disorders are life-threatening. We have also shared these posters online via social media platforms to kickstart the conversation and to act as a counterpoint to the alarming advocacy and seemingly ubiquitous message of “nothing tastes as good as skinny feels”.