Eating disorder charity Beat has launched a new campaign that looks to draw attention to the rise of eating disorders among men in the UK.
The #beatthesilence campaign, created by Kitcatt Nohr, aims to reach the three quarters of male sufferers who remain silent about their eating problems.
The work features sufferers talking about their personal battle with the condition, and how they felt when they sought help. The campaign also shows former sufferers, including journalist John Stapleton and magician Uri Geller, gagged, in a bid to demonstrate the difficulty that some men have in opening up about their disorder.
Ben Golik, executive creative director at Kitcatt Nohr, commented: “The issue with eating disorders is that most people have been silenced by them. Friends, family and suffers themselves frequently struggle broaching this difficult and complicated issue.
“We have a responsibility to break this silence. We hope hearing the courageous stories of the men featured in our campaign will help more men to come forward and talk about their problem.”
The work is being supported by a social media campaign using the hashtag #beatthesilence, and Kitcatt Nohr will use BrandLIVE, the DigitasLBi service which helps brands communicate to audiences in real time.
The second phase of the campaign aimed at female sufferers will be rolled out early next year. This phase will aim to change the way people think and talk about eating disorders.