WHO?
It is quite unknown that the clean-eating movement can cause a genuine eating disorder. Although not officially diagnosable, doctors will suggest orthorexia as the problem that lurks within this movement.
WHAT?
This was a project for social impact, that we could choose the subject of. It had to be a current issue within UK society that we could tackle with a design outcome.
The main problem with orthorexia is that it isn't formally diagnosable, yet affects so many young women and others in the UK. Clean eating is based on only eating healthy foods, but in those who are prone to eating disorders, it can turn into an unhealthy attitude towards food - with food being seen as "clean" or "dirty". This results in guilt surrounding food along with isolation from society, poor body image and self-esteem.
FORK. aims to raise awareness of what orthorexia is and how to spot it, with bold impacting graphics that have a vibrant touch for youthfulness.
Targeted at young people, the language used is playful and hopes to bring orthorexia into the vocabulary of the new generations.
Far from trying to be scary and dreary like most eating disorder awareness campaigns can be, Fork. aims to create a light-hearted atmosphere to talk about orthorexia with friends. With phrases such as "fork off" and "fork orth" the language is approachable yet relates back to the message of the brand - we want orthorexia to "fork off", so "fork orthorexia" and talk about with your friends, make sure they are ok.