Hard to Swallow?
A campaign for Beat, a charity organisation fighting eating disorders. The goal of the campaign was to encourage people to support Beat and its battle for a good cause. Shocking facts about the gravity of eating disorders are followed by the rhetorical question ‘Hard to swallow?’, a play on words, which links to the imagery used.
Unlike other eating disorder campaigns that use dark imagery, usually portraying a stereotypical image of eating disorder victims to shock audiences, I have aimed to do the opposite. Using bright colours, a clever tagline and unconventional imagery that makes you look twice I am piquing the viewer's interest to find out more instead of putting them off.