Hidden

Monte Nido, one of the largest and leading eating disorder treatment providers in the country, has partnered with Arnold Worldwide to launch a powerful new campaign highlighting the common behaviors of those quietly suffering from an eating disorder. The goal is to help them feel seen and inspire them to seek help from an organization that truly understands them.

Eating disorders are a growing, deadly epidemic, yet most cases go unnoticed and untreated because many people suffering are hiding in plain sight. People with all forms of eating disorders, whether knowingly or not, have similar behaviors and habits surrounding a common theme: hiding. From concealing their bodies to hiding food wrappers, they keep parts of themselves hidden from those around them.

The centerpiece of the campaign is a :60 hero film, “Hidden,” that leans into specific behaviors of those suffering from anorexia nervosa, bulimia nervosa, and binge eating disorder. The film begins with a child counting, a misdirect that leads the viewer to believe this is a simple game of hide and seek. As the scenes unfold, the larger picture reveals individuals struggling with eating disorders through hiding behaviors, showing how taxing the disorders can be on them physically and emotionally.

In addition to the hero, three :30 spots will each focus on a specific eating disorder (anorexia, bulimia, binge eating disorder). The films end with the message: “Millions of people are hiding an eating disorder everyday. At Monte Nido, we're ready to help.”

The new campaign marks Arnold’s first work for the organization and is also Monte Nido’s first national campaign. The campaign will come to life online through video, social, and digital display as well as offline at industry events.