Missouri Eating Disorders Council "Myths" Campaign
MOEDC, in collaboration with Departments of Mental Health, Health and Senior Services, Elementary and Secondary Education and Higher Education, leads the development of eating disorders education, awareness and research initiatives throughout the state, and promote increased access to treatments supported by clinical practice guidelines.
Challenge
Create awareness and help remove the stigma surrounding eating disorders.
Strategic Insight
Many myths exist about the severity and prevalence of eating disorders.
Tactical Execution
The headline strike-though changes the myth of each statement to read as a fact. These bold headlines break through the clutter and utensils quickly set the category of food. Placement of media focused on key areas to get this message in front of those at highest risk for eating disorders, such near universities and high-traffic highways. This effort was supported by engagement with local fashion bloggers and influencers to help spread the word in the digital space to connect individuals to the treatment options available, normalize the conversation and remove the associated stigma of seeking help.
Results
Missouri Eating Disorders Council continues to use this campaign, with a concentration where resources for treatment are available.
Credits
Agency: Stealth Creative
CD: Rob Fleming
Concepting/Art Direction/Design: Carolyn McMahon
Copy: Brian Reinhart & Carolyn McMahon
Dev: Kris Coffee
2021 Landing Page Design (Paid Digital Campaign destination)
Campaign included a PSA Video and Radio, OOH, transit, social media and on-campus events.
