We erected an interactive transit shelter on a busy shopping street where the public could literally shed their 'weight problem' by shedding their beauty magazines through a slot. On the back of the board were facts and a url directing women to an online petition they could sign to urge marketers and fashion leaders to broaden their definition of beauty. The transit shelter format was particularly relevant because it doubled as a trash can for the beauty industries myths, and a street protest to generate thought/discussion and bring the issue of eating disorders to the fore.

Dozens of magazines were deposited into the transit shelter. The tactic generated both national and international media coverage from as far away as the UK and Japan, including a front page story in a national newspaper. Traffic to NEDIC’s website rose 250% following the launch of the campaign. The TSA also hit a nerve with the beauty industry, showing up on numerous marketing and fashion blogs. It was described by the editor of one leading fashion magazine as ‘brilliant’.