ANAD is a pro bono organisation. Its aim is to educate the public about the dangers of eating disorders. They asked us to raise awareness and money.

The problem is: the public knows about anorexia, but does not regard it as a serious, potentially fatal disease. Because the fashion industry still employs abnormally thin models. So no wonder that the beauty ideal of the 21st Century seems to be: the thinner, the better. That’s why some 500,000 young girls are currently starving themselves to death.It’s not enough to show photos of annorectic girls. Those pictures are shocking, but the public has seen them before, and anything that is seen too often loses significance. So we had to find a solution that has both momentum and a visual shock value.

The surprise encounter with the altered paintings left a lasting impression on most visitors: some of them were truly shocked. Several local and national newspapers even ran articles about the campaign. Subsequently, the traffic on ANAD’s website increased by 16%. And ANAD received some remarkably high donations.