A broken toothbrush in a plastic bag, this arrived on the desk of a friend of mine in Canada from The Looking Glass Foundation. On the label was one sentence telling the story of a girl who recently broke a toothbrush to put one end down her throat to force her to vomit. The Looking Glass is an organization raising awareness of youth with eating disorders – and gets a huge gold star for this creative mailer. Gets right to the point, tells a personal story and is incredibly visual. And most importantly all, simple.

I did some checking around and thanks to Design Edge in Canada found another campaign extension using diner orders clipped to a ring attached to a telephone pole. A variety of order tickets are on the ring, one reading “1 Ham Sandwich. Hold the Mustard. Hold the Lettuce. Hold the Mayo. Hold the Bread. Hold the Ham.” On the back of the slips it says: “Not every suicide note, looks like a suicide note.”

Congrats to The Looking Glass Foundation for using some incredible consumer insights to create a powerful, creative campaign that I’m hoping grabs the attention of lots of people in Canada.