Solution: There are thousands of pro-ana websites where anorexics swop information, much of it misleading. By highlighting the horrific advice which is already out there, this commercial both reinforces the need for accurate information and establishes its own site as the authoritative source, thus prompting the viewer to visit.
Problema
Brief: to educate the parents and friends of young people with eating disorders, with the ultimate aim of getting sufferers to seek medical help sooner. Each advertisement acts as the front door to a website which gives information about how to spot the early warning signs of an eating disorder and how to persuade sufferers to accept treatment.
Resultado
Response: There was no media budget media space was donated free by media owners. The commercial was seeded onto Youtube and Myspace, where it has so far been viewed over 150,000 times. The website has received over 100,000 page hits.