Nolita's No Anorexia Campaign
The controversial poster ads of this campaign
The Nolita health ad campaign was developed by famous Italian Photographer, Oliviero Toscani, and published during the 2007 Milan Fashion Week, with the objective of warning people – not just in Italy, but worldwide – with the effects of anorexia and saying “NO” to this stigmatized eating disorder. The ad features naked images of a twenty-seven years old French woman who has been a sufferer of anorexic for 15 years. She weighs a mere 68lbs, and pictures of her nude body are located in all main Italian cities as well as in world mass media (Watches and Fashion, 2007). The aim of this campaign was to make use of the pictures to convey the reality of anorexic to people, mostly targeting at young women. It was also said that most anorexic cases are caused by the stereotypes imposed by the fashion world (Flash & Partners, 2007, as cited in Castina, 2007). According to statistics data found, there are about two million people in Italy that suffers from anorexia and bulimia (Watches and Fashion, 2007).
As mentioned, most cases of anorexia are caused by the stereotypes of the “Perfect Body” or “Perfect Look” etc. that the world of fashion has brought upon us, and often glorifying sickly thin models (Bertencello, 2007, as cited in Mancini, 2007), making women obsessed with attaining those “Perfections” by starving themselves. Anorexia is found to be the tenth leading cause of death in the United States (Kraatz, 2006). Also, regardless of nation, societies have always had stigma against people with eating disorders, which is why there is only little amount of people with such diseases coming forward for treatment. Therefore, by publishing this ad campaign during the Milan Fashion Week, it will encourage individuals suffering from not just anorexic but eating disorders to stop hiding, but be brave enough step forward to fight the illness. In addition, having it published during the Fashion Week will definitely have a greater impact as it is has always been the attention of the media.
However, this health ad campaign might not be as successful and is not without its own controversy. As the main feature of this campaign consists of pictures of a naked woman suffering from anorexic, it has proved to be very disturbing to some. The president of Italy’s Association for the Study of Anorexia (ABA), Fabiola De Crecq, had expressed her opinions that the ad is “useless and dangerous” as it glorifies a sick woman which can direct others to be sickly thin because of all the attention (2007, as cited in Mancini, 2007). Apparently, many in the fashion world share the same thoughts as Ms Fabiola had. Mario Boselli, the president of Camera Nazionale della Moda Italiana, finds the ad “disturbing” as it is being used for commercial purposes (2007, as cited in Mancini, 2007). However, Luisa Bertencello, managing director of Flash&Partners mentioned that “I am happy the ad is being talked about. Whether it’s positive or negative, at least the issue is getting some real attention.” (2007, as cited in Mancini, 2007).
Not everyone is supportive of this health campaign developed by Oliviero Toscani due to various reasons, but there is much to debate about. Even though the ad campaign might be used for commercial purposes, it does have its effects on the public, whether they are positive or negative. Showing pictures of a sickly thin woman might serve as a catalyst for people suffering from anorexic to be determined to become thinner than the model as they might be envious of her body. According to the health belief model, perceived threat of a certain disease is being influenced by the individual perceptions – one’s perceived severity of the disease – and modifying factors, which includes the mass media campaigns. In this case, the cue to action – health ad campaign – might be misunderstood and is being used in a negative way by the target audience. Instead of trying to stop being anorexic; they are more resolute to become even thinner. Furthermore, this could mean that anorexic sufferers have distorted perceived severity of the disease, as they choose to ignore its deadly consequences. However, on the positive note, this campaign could serve as an intervention to prevent and warn others who are not susceptible to this disease. Like people say, prevention is always better than cure!