| Заголовок | Scary Tale |
| Агентство | AMV BBDO |
| Кампания | scary tale- NEDA |
| Рекламодатель | National Eating Disorders Association |
| Бренд | Dr Dawson for Parents Against Eating Disorders |
| Дата первой трансляции/Публикации | 2006 / 12 |
| Продукт | Anorexia awareness |
| Бизнес сектор | Информированность о болезнях, группы поддержки и ассоциации |
| философия | Solution: There are thousands of pro-ana websites where anorexics swop information, much of it misleading. By highlighting the horrific advice which is already out there, this commercial both reinforces the need for accurate information and establishes its own site as the authoritative source, thus prompting the viewer to visit. |
| Проблема | Brief: to educate the parents and friends of young people with eating disorders, with the ultimate aim of getting sufferers to seek medical help sooner. Each advertisement acts as the front door to a website which gives information about how to spot the early warning signs of an eating disorder and how to persuade sufferers to accept treatment. |
| Результат | Response: There was no media budget media space was donated free by media owners. The commercial was seeded onto Youtube and Myspace, where it has so far been viewed over 150,000 times. The website has received over 100,000 page hits. |
| Тип медиа | Телевидение и кино |
| Длина | |
| Больше информации | www.dontdieforadiet.com |
| Продакшн Студия | 2AM |
| Креативный директор | Paul Brazier |
| Арт-директор | Ron Brown |
| Копирайтер | Tony Strong |
| Директор | Niall Downing |
| Копирайтер | Helen Downing |
| Директор | Helen Downing |
| Продюсер агентства | Yvonne Chalkley |
| Продюсер Продакшн Студии | Rikki Percival |
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