Dr Dawson for Parents Against Eating Disorders: Don't Die For a Diet (scary tale) by AMV BBDO London for National Eating Disorders Association

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Dr Dawson for Parents Against Eating Disorders: Don't Die For a Diet (scary tale)

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Industry Public Safety, Health & Hygiene
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency AMV BBDO London
Released May 2006

Awards

IAA Responsibility Award 2008
Winner - Silver

Credits & Description

Context
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.
Philosophy/Solution
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.
Results
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.
URL www.dontdieforadiet.com
Agency Abbott Mead Vickers BBDO
City London
Production Company: 2am Films
Advertiser National Eating Disorders Association
Brand Name Dr Dawson for Parents Against Eating Disorders
Product Name Anorexia awareness
Business Sector Disease Awareness, Support Groups & Associations
Campaign Name scarytale- NEDA
Date of First Publication 12/18/2006
Country of Production United Kingdom
Language English
Type Television & Cinema
Length 90 seconds
Awards Advertising Creative Circle Awards, 2007 (Bronze) for Best Public Service Commercial
The APA Show / APA 50, 2006
British Television Advertising Awards (BTAA), 2007 (Bronze) for Charity - TV Only
British
09.01.2008 17:02 !XeniaT Television Advertising Awards (BTAA), 2007 (Bronze) for Public Service Advertising
British Television Advertising Awards (BTAA), 2007 (Diploma) for Direct Response