Description:

Nourish is an Aotearoa-based campaign addressing the uncertainties and misinformation surrounding unhealthy eating behaviours, mindsets, and attitudes towards food. The campaign intends to break through the stigma associated with disordered eating, simplify confusing information, and create open conversations. Nourish's purpose is to spread awareness and provide whānau, friends, loved ones, and individuals experiencing disordered eating with the tools and resources needed to initiate those difficult kōreros.

Disordered eating is something that might not directly affect you, but someone in your life has likely been impacted by it, whether you’re aware of it or not. My research indicated that many individuals felt their experiences with disordered eating were not severe enough to reach out for help, creating a cycle of silence and normalisation. Nourish aims to break this cycle by making information more accessible.

The strategy behind Nourish involved creating a campaign that engages the public on the issue of disordered eating, targeting a broad audience. The campaign is designed to present a wide spectrum of potential behavioural signs and provide guidance on supporting our loved ones who may be experiencing it. As my audience ranged from all ages and stages of realisation, I needed to consider a variety of outputs to ensure that everyone was being reached.

By utilising physical and digital touchpoints, the campaign helps the public recognise signs they may be missing in their everyday lives. They then lead audiences to an accessible safe space being an informative and interactive website. This platform includes a quiz created by professionals to help users assess their situation's severity, bridging the gap between the long wait times of seeing expensive specialists and each individual's perception of what an eating disorder looks like. The quiz eliminates the potential external pressure of being in a clinical environment or surrounded by others. Ultimately making the process a significantly more comfortable experience.

Nourish's brand identity aligns closely with its purpose and strategy. The campaign's look, feel, and tone are intentionally optimistic and empathetic, creating a safe space for discussing sensitive topics. Each aspect of the identity was important, down to the logo, colour, imagery, typography and drawn assets. Nourish’s colour palette was chosen to give an optimistic and fresh feel to avoid falling under the current intimidating and sterile hospital environment. The deeper meaning behind every aspect ensured every decision I made created a warm and inviting space, making the user feel at ease.

Nourish's multi-channel approach and focus on creating support systems significantly contributes to its impact. The campaign not only raises awareness but also promotes long-term recognition and support for those dealing with disordered eating. By creating a community of whānau, friends and loved ones while making information more accessible, Nourish breaks down barriers and encourages open, meaningful discussions about food and body image.