Social Marketing – Anti-Anorexia Campaign (Italy) X444 Background While there has been much attention focused on the obesity problem in the developed world, another serious health issue is anorexia nervosa. There is tremendous pressure in the developed world for women to be extremely thin. The current ideal female body is impossible to achieve for the majority of women and is markedly different from the classical ideal dating back to the Greeks and even as recently as the 1950s and 1960s. By today’s standards, Marilyn Monroe and Raquel Welch would be considered “fat.”
Venus de Milo Ancient Greece
Marilyn Monroe 1950s
Raquel Welch 1960s
Keira Knightley 2000s
While obesity is ...view middle of the document...
It seems bizarre that as the incidence of obesity rises, the social “ideal” of the female figure becomes increasingly thin. In the past, when obesity was not a problem, the ideal female figure was healthy and realistic. It’s like some sort of social schizophrenia. Personally, I feel the current idea is so unrealistic it may be discouraging overweight women from even trying to lose weight, as the ideal just seems so out of reach.
The Campaign In light of the huge influence of the fashion, beauty, and entertainment industries on women, Italy’s health minister approved billboards in Milan, Italy, during Fashion Week 2007 to highlight the dangers of anorexia. The photographer was Olivieri Toscani, noted for other controversial social campaigns, including HIV/AIDS. The billboards featured photos of an emaciated anorexia sufferer, Isabelle Caro, age 27, who is 5’5” and weighs only 68 pounds (CBS, 2007; Castina, 2007).
Photos retrieved from http://style.popcrunch.com/italian-designer-nolita-no-anorexia-ad/
Market Segmentation/Targeted Group The primary target of this campaign was the fashion industry and fashionistas attending Fashion Week in Milan. In addition, the campaign was targeted at Italian women in general, to raise their awareness of the dangers of anorexia. Due to the controversial photos, the campaign reached a global audience through media coverage (CBS, 2007). Identify Product and Price • Core Product – by raising awareness of the dangers of anorexia, and stimulating discussion, the fashion industry will stop using overly thin models. Actual Product – create awareness of the dangers of anorexia through “shock value” and stimulate discussion. “Health officials here say it's about opening a discussion (CBS, 2007).” Isabelle Caro, the model, wants people to know she almost died from anorexia in 2006 (CBS, 2007). Augmented Product o For the fashion industry – By using healthier models and encouraging a healthier body image among the general female population, the fashion industry might design more clothes for normal and full-figured women and they would probably sell more clothes! In addition, there would be an opportunity for lingerie manufacturers and retailers, as women might wear more undergarments, as they did prior to the 1960s. There has been a huge upsurge in control undergarments such as “Spanx.” In my mother’s day, they were called girdles and in the 19th century, they were called corsets. o For women - even for women who do not suffer from anorexia, if the fashion industry uses models with more realistic bodies, it could improve body image among the general female population and help women to focus on health and avoid crazy and dangerous diets. This could stop women from being convinced that they need to starve themselves in order to be beautiful. In addition, maybe fashion designers will design more clothes for women of normal body weight, so normal women would feel better about themselves and have more wardrobe...