Monte Nido, one of the largest and leading eating disorder treatment providers in the country, has partnered with Arnold Worldwide to launch a powerful new campaign highlighting the common behaviours of those quietly suffering from an eating disorder. The goal is to help them feel seen and inspire them to seek help from an organisation that truly understands them.
Eating disorders are a growing, deadly epidemic, yet most cases go unnoticed and untreated because many people suffering are hiding in plain sight. People with all forms of eating disorders, whether knowingly or not, have similar behaviours and habits surrounding a common theme: hiding. From concealing their bodies to hiding food wrappers, they keep parts of themselves hidden from those around them.
The centrepiece of the campaign is a :60 hero film, ‘Hidden,’ that leans into specific behaviours of those suffering from anorexia nervosa, bulimia nervosa, and binge eating disorder. The film begins with a child counting, a misdirect that leads the viewer to believe this is a simple game of hide and seek. As the scenes unfold, the larger picture reveals individuals struggling with eating disorders through hiding behaviours, showing how taxing the disorders can be on them physically and emotionally.
“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,” said Sean McBride, CCO of Arnold. “These stories need to reflect real human experience. The audience needs to feel both seen and understood, but never pandered to or preached to. Clients, agency and production all came together very quickly to form one, unified team on this project – a team hell-bent on making work well-crafted enough to really make a difference. And we’re incredibly proud of the result.”
In addition to the hero, three :30 spots will each focus on a specific eating disorder (anorexia, bulimia, binge eating disorder). The films end with the message: “Millions of people are hiding an eating disorder everyday. At Monte Nido, we’re ready to help.”
“Nearly 29 million Americans will have an eating disorder in their lifetimes, yet the majority never receive treatment. Tragically, someone dies every 52 minutes from an eating disorder. Raising awareness is crucial to help more people receive the care they need,” said Anthony Modano, chief marketing officer of Monte Nido.
The new campaign marks Arnold’s first work for the organisation and is also Monte Nido’s first national campaign. The campaign will come to life online through video, social, and digital display as well as offline at industry events.
Anthon continued, “With a deep sense of empathy for those struggling with an eating disorder, our hope is that this campaign will help them to feel seen and give them strength to reach out, not shamed into staying hidden.”
