Bulemia Ambient Promotion Misses the Mark

Currently, millions of women throughout the world suffer from the eating disorder known as bulimia. The disease, in which a person induces vomitting after eating, prominently affects younger women. It's for this reason that a German organization called ProMaedchen wanted to draw attention to the prevelance of the disease.



The execution of the campaign centered around placing promotional stickers on the insides of toilet lids. The text translates to bulimia is curable. According to the ad agency's report, the promotion worked and website traffic did increase, but I personally feel like the ad falls short. First of all, the sticker looks more like the result of a paintball gun. And it seems almost offensive. Unique promotional items are often useful in creating buzz around causes, but this sticker doesn't seem to get it done.