Nedic Promo, Case study SHED by Zulu Alpha Kilo

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Canada
Agency Zulu Alpha Kilo
Creative Director Zak Mroueh
Copywriter Troy Mcclure
Designer Marketa Krivy
Print Production Manager Eileen Smith
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: ZULU ALPHA KILO, Toronto, CANADA
Creative Director: Zak Mroueh (Zulu Alpha Kilo)
Art Director: Marketa Krivy (Zulu Alpha Kilo)
Copywriter: Troy McClure (Zulu Alpha Kilo)
Account Executive: Sandra Stinchcombe (Zulu Alpha Kilo)
Designer: Marketa Krivy (Zulu Alpha Kilo)
Print Production Manager: Eileen Smith (Zulu Alpha Kilo)
Production Artist: Mike Thoag (Zulu Alpha Kilo)
Client/Director, National Eating Disorder Information Centre: Merryl Bear (National Eating Disorder Information Centre)
Media placement: Outdoor, Guerilla, Direct Mail - Outdoor, Guerilla, Direct Mail - February 1, 2010

Results and Effectiveness
Dozens of magazines were deposited into the transit shelter. The tactic generated both national and international media coverage from as far away as the UK and Japan, including a front page story in a national newspaper. Traffic to NEDIC’s website rose 250% following the launch of the campaign. The TSA also hit a nerve with the beauty industry, showing up on numerous marketing and fashion blogs. It was described by the editor of one leading fashion magazine as ‘brilliant’.

Creative Execution
We erected an interactive transit shelter on a busy shopping street where the public could literally shed their 'weight problem' by shedding their beauty magazines through a slot. On the back of the board were facts and a url directing women to an online petition they could sign to urge marketers and fashion leaders to broaden their definition of beauty. The transit shelter format was particularly relevant because it doubled as a trash can for the beauty industries myths, and a street protest to generate thought/discussion and bring the issue of eating disorders to the fore.

Insights, Strategy & the Idea
For years, body image among girls and women has taken a hit from the beauty industry's ubiquitous message that 'skinny is hot' and any other look is 'not'. Our idea was to provide women with not just a poster but a means to send their own message to the beauty industry. This was a very public and interactive approach. Perfect for the issue of eating disorders that, for the most part, have been swept under the carpet by the fashion and marketing industries. As well as being an attention-getter, this TSA was also very location-relevant, being positioned on a prominent shopping street where body image is part of most every woman's shopping experience.