Not All Binges Are a Choice
The Situation
Binge eating disorder (BED) is the most common eating disorder in Canada, more prevalent than anorexia and bulimia combined. In spite of its ubiquity, awareness of BED is low—even among those who have the disorder.
To raise the profile of BED, as well as help those suffering from BED recognize and understand their condition, we’d need to bring the complexities and symptoms of the condition to the forefront. And then we’d need to successfully communicate how people living with this condition could to find help.
The Solution
We asked ourselves the question: “What does it mean to binge?”
It became clear that part of the reason BED is so misunderstood is the fact that modern society has redefined the meaning of the word “binge.” “Binge” is now commonly used to mean something as inconsequential as watching several episodes of a television show—something a world apart from the devastation that BED brings to the lives of those suffering from it.
Our approach was to shine a light on the shocking contrast between the commonly understood term “binge” and the reality of BED, through a series of ads showing a window into the minds of four different bingers. Three inconsequential binges, and one suffering from BED.
The Success
With bold colors and keenly designed sets, our videos bring the binge to life and draw the viewer in to the three non-bingers’ normal relationships with food.
Our fourth binger is a young woman suffering from BED. The set of her story makes it clear that this is part of the same campaign, but the lighting and tone are significantly darker.
Our BED binger tells her story and makes it apparent that she cannot help herself and is feeling despair about her condition. The video ends with a message about the reality of BED but includes the hopeful note that there is help. The compilation videos make the contrast between the different types of binges even more stark and help to deliver this powerful message.
We have a deeper understanding of her, her condition, and what drives her to a dysfunctional relationship with food.