-author-avatar_thumbnail.jpg){kind=avatar}
Monte Nido, a center for treating eating disorders, just launched a new spot with creative agency Arnold Worldwide to bring awareness to the oftentimes overlooked condition.
The 60-second short film titled "Hidden" starts with two young girls playing a game of Hide and Seek, with one of them counting to 20.
As she counts down, a montage of different individuals reveals their internal struggles with eating disorders.
- A girl does sit-ups in her room
- A woman goes through the nutritional facts of food packaging
- A man counts his number of pills in a locker room
- A lady has her slice of cake in small amounts, conscious of how much she's eating.
View this post on Instagram
These individuals live their day-to-day lives hiding their disorders, with their habits often subtle and unnoticeable to those around them.
"Millions of people are hiding an eating disorder every day. At Monte Nido, we're ready to help," the screen writes, as the spot ends with an uplifting message.
A Shocking Truth
Marking Monte Nido's first national campaign, the idea behind it was born out of the study that an estimated 29 million Americans will experience having an eating disorder during their lifetime.
And yet, most of them never get treatment.
“Tragically, someone dies every 52 minutes from an eating disorder. Raising awareness is crucial to help more people receive the care they need,” Anthony Modano, Monte Nido CMO, said in a statement.
Modano expresses the organization's hopes that its campaign will help those going through these struggles to feel seen and give them the strength to reach out without feeling shame for their disorder.
View this post on Instagram
Sean McBride, Arnold CCO, discussed the agency's approach to the campaign, treating it with the care and sensitivity it deserves.
“When we work on projects like this, I’m keenly aware of the direct relationship between the craft we bring to a project, and its ability to reach the people it needs to reach," McBride shared.
"These stories need to reflect real human experience. The audience needs to feel both seen and understood, but never pandered to or preached to," he concluded.
-author-avatar_mobile.jpg){kind=avatar}
