Anorexia is one of the biggest killers of teenage girls, yet most parents are unaware of the early warning signs or what to do if they spot them. This campaign uses a variety of low-cost or donated media to get across one simple message: you need to know. Each ad acts as a different ‘door’ into a website packed with practical information on what to look for, what to do, and how to get help.

The media strategy was opportunistic: once the website was up, many different approaches were taken to drive visitors there. Press and poster space was donated by media owners, while a commercial appeared in cinema and on YouTube. Highlighting different messages about eating disorders in multiple executions kept PR interest up and created a reason to go back to media owners to ask for more space.