A campaign by the National Eating Disorder Information Centre (NEDIC) is aimed at getting women to ditch their fashion magazines because they make their readers feel fat. The transit ad (there are also greeting cards, T-shirts, print ads, garment tags and a petition) is on a shelter at Queen Street West and Soho Street in Toronto. It has a slot where readers can dispose of their fashion magazines, with the line "Shed your weight problem here". The organization's website elaborates:
If you don't believe that beauty is synonymous with ultra-thinness, now is your chance to send a message to those who do. It's all part of a new campaign by NEDIC that takes aim at the fashion and marketing industries, the over-arching message being: Cast responsibly. Retouch minimally.
The campaign was developed for NEDIC by communications agency Zulu Alpha Kilo.
[thanks to Melissa Kluger for the tip]