Beat want to break the perception that eating disorders are about thin-ness and vomiting. In fact, they are about feelings - this is a mental illness, not a physical one. And anorexia is the least common form (8%) of sufferers.
This campaign idea opens up a wider conversation about the many types of eating disorder. Typography was chosen as presenting 'real people' has in the past made campaigning work alienating or too easy to ignore - it gets the 'that's not me' response.
In each of the stories in the series, the copy and the way it is typeset combine to give a sense of the emotional state of the sufferer.
This is the story of a sufferer of anorexia who hides their behaviour and feels there is no place for her in the world.
This is the story of an emotional over-eater. Many sufferers are caught in a cycle of binging and purging. Eating to feel better about themselves, then purging when those feelings turn to self-disgust.
The typography of this story represents that cycle of overeating then stopping then starting again. Many eating disorders are about wanting to have a sense of control - often food is the one thing in their life a sufferer feels they can control.
The final example was inspired by a real story about a sufferer who won't eat peas, because they remind her of globules of fat.
Each story ends with the message that the sufferer is not alone having thoughts like this, and that help is available from the charity Beat.
The item was added to the cart
Share the site
Share the page