Eating disorders like anorexia or bulimia are much like other serious diseases. We read and hear about them, but we seldom get any real sense of their pain unless we've experienced them directly in some way.

In North Vancouver, British Columbia, a foundation for eating disorders called the Looking Glass set about to create that experience with an ad campaign.

It turned to DDB Canada for ideas.

What the agency came up with was an alternative campaign in which symbols relating to eating disorders were scattered along sidewalks in Vancouver.

The agency left broken toothbrushes in small plastic bags, each with a note with this message: “Attempting to purge, Jane B. broke a toothbrush off in her throat and choked.”

Spools of thread were left with the message: “In an effort to end a self-destructive cycle of binging and purging Monica D. passed out attempting to sew her lips shut.”

Hairbrushes filled with hair were left, along with the message: “Sufferers from anorexia lose much more than weight.”

Daryl Gardner, associate creative director and art director at DDB Canada, says the idea came about when he was doing research on eating disorders.

“As we researched the facts, a lot of the stories that came to our attention surprised us and startled us,” Gardner says. “So it was about getting some of those stories out there.”

The street campaign is part of a larger campaign that will be running for at least the next year, with transit shelter ads rolling out next month.