Internal Struggles Try to Break Free in Powerful Anorexia and Bulimia Québec Campaign

Cossette’s is launches its latest campaign for Anorexia and Bulimia Québec (ANEB).

The goal of the initiative is to raise public awareness of the various eating disorders that exist to underscore the fact that anyone can suffer from these mental health conditions, regardless of their age, gender, ethnicity, or even body type.

“We tried to evoke the sense of being trapped in your own body. This illustrates the pain and isolation that people struggling with an eating disorder experience. We wanted to remind folks that there’s no standard profile for those who suffer from these illnesses, and that normalised behaviours like dieting or overexercising can be a trigger,” said Richard Rochette-Villeneuve, creative director at Cossette.

“Isolation is one of the main consequences of eating disorders like anorexia, bigorexia, hyperphagia and bulimia, which can hinder diagnosis and recovery. Our mission is to provide people living with eating disorders and their loved ones with the resources and professional help they need to overcome these diseases,” added Josée Champagne, executive director at ANEB.

The campaign will run online and in print and OOH throughout Montreal.