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 normalized 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.

This professional campaign titled 'Trap' was published in Canada in March, 2023. It was created for the brand: Anorexia and Bulimia Quebec, by ad agency: Cossette. This Digital, OOH Outdoor, and Print media campaign contains 2 media assets. It was submitted over 1 year ago by Daphné Cousineau of Cossette.


Advertiser: Anorexia and Bulimia Québec (ANEB)
Agency: Cossette
Creative: Anne-Claude Chénier, Richard Rochette-Villeneuve, Nicolas Baillargeon, Nadine El‑Whidi
Product: Vicky Langlois
Production agency: Septième – Derek Kennedy
Print and digital production: Septième – France Laberge
Media agency: Cossette Media
Production studio: Le Quartier
Styling: Catherine Perron


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