An estimated 160,000 men and boys in the UK are suffering an eating disorder in silence. Entrenched stereotypes of skinny catwalk models mean that many don't even know it is something that can happen to a man.
This campaign talked openly about the fact man can suffer eating disorders - but don't talk about them. Eating disorders can be cured, and this is more successful the sooner help is sort.
This pro-bono piece of work was concepted, created and launched in just five days.
I shot a series of striking black and white portraits for the campaign, each featuring a gagged man. The gags were removed as the campaign went on and more men spoke up.
We shot two videos for the campaign, both of real sufferers telling their story in their own words. This is Colin, who is an emotional over-eater.
This is Dave, a sufferer of anorexia. Dave is a stand-up comedian whose routine revolves around his illness.
We also created a series of vines showing men from all walks of life. This is not an illness that discriminates.
For Twitter, we created a series of hard-hitting infographics.
Our simple mobile website pulled together all the important stuff men needed to know. Clicking play on the film ungagged the man, who then told his story.
Helplines featured prominently on the website.
The campaign attracted celebrity endorsement from Uri Geller and John Stapleton, and also tweets of support from John Prescott, himself a sufferer. The campaign was also the topic of phone-ins on Radio Five Live and LBC.
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