(Outdoor) 48 Sheet Awareness
The client for this year’s PANI Advertising Competition was The Laurence Trust. A charity who supports men with eating disorders. We were asked to produce a campaign to raise awareness of men living with an eating disorder, break stereotypes that eating disorders are exclusive to women and reduce stigma surrounding mental health issues and eating disorders in men.
When understanding the challenge our group faced today’s reality to identify the problem to resolve a solution to the brief.
-Eating disorders are seen as exclusive to women.
-It looks different for every person – over-exercising, skipping meals, bingeing, obsessive calorie counting.
- It's hard to recognise and accept.
-It's not seen as a mental health disorder – minimised.
(Adshel) 6 Sheets Awareness
(Adshel) Live Awareness
Insight
The true insight is people think they know what an eating disorder looks like, that image isn't of a man. The result, men don’t recognise they have eating disorders The problem stays hidden from friends, family and even themselves. The problem is hidden in plain sight.
"While 33% of males admit to having used unhealthy behaviours to alter their weight, they don’t associate these behaviours with eating disorders".
Unknown (2021). Anorexia in men and boys: treatment and statistics. American Addiction Centres.
(Outdoor) Bus Sides
Our strategy aimed to, challenge the narrative that only women can have eating disorders and identify the signs of an eating disorder so that men can relate their symptoms to the condition.
(Social Media)
We cannot communicate everything through one piece of advertising, therefore we aim to take our audience on a journey from awareness of the problem, to identification of the 'symptoms' and always signpost to The Laurence Trust
Initial awareness – men can get eating disorders
Consideration – this is what it might look like or feel like
Action – Laurence Trust
(Social Media Banners)
(Website)
Creative Rationale
Language: Simple, direct, to the point.
Imagery: Men/boys etc. going about their normal lives – nothing looks strange (hidden in plain sight). Also drawing on imagery from social media – selfies etc. The type of images they are very familiar with. Socialising, school, university, the gym.
Logo: Always anchored in right corner and using shape from flame to sit in.
Colours: Use the logo colours as distinctive brand assets.
(Pubs/Nightclubs – Bathroom Posters - Beermats)
Chosen Media Channels
Awareness: Outdoor – 48 sheets/ 6 sheets/ Adshel live/ bus sides – build awareness that men can be affected.
Consideration: Digital and Social media: paid campaign and organic – expand on the symptoms so people can then start to recognise the signs.
Action: website and all social pages branded with the same campaign.
Further considerations for raising awareness
Places of education – posters/leaflets/pop-up stands/screens in unis or schools.
Gyms – posters on the backs of toilet doors – on mirrors in changing rooms.
GP offices – posters on walls and leaflets in waiting room.
Pubs – beer mats and posters in toilets.
Barbers/male grooming salons.
Leisure centres or sports clubs.
Special Thanks
Team 1 Mentors: Navigator Blue
Competition Sponsor: (Publicity Association Northern Ireland) PANI Awards
Client: The Laurence Trust
Belfast School of Art: Ulster University
PANI Awards Team 1 Member 2023:
